Bigdatr adds connected TV ad monitoring in Australia

Bigdatr has launched connected TV advertising monitoring in Australia, extending its competitor ad intelligence coverage to more than 13 media channels.

The Melbourne-based platform says the new service gives marketers visibility into ad creative and estimated media spend across major paid streaming services in Australia, including YouTube, Netflix, Prime Video, Paramount+, Disney+, Stan, Binge, HBO Max and Kayo Sports. It also includes historical and current investment data, alongside 24-hour creative monitoring for connected TV.

The launch comes as streaming takes a larger share of Australian viewing time. Australians now spend an average of 14 hours a week streaming content, while about 68% of the population used subscription streaming services in 2025, according to figures from the Australian Communications and Media Authority cited by Bigdatr.

That shift is reshaping advertising budgets. Australia's advertising market reached AUD $13.56 billion in 2025, according to Bigdatr's media value data, with 47.7% of total investment still going to traditional broadcast channels. At the same time, connected TV spend has risen, with more than AUD $320 million invested in 2026.

For marketers, streaming platforms have been harder to track than linear television, search, social media and other established channels. Bigdatr says customer demand for connected TV intelligence made it the most significant gap in its existing monitoring offering.

Market shift

Bigdatr positions its platform as a way for brands and agencies to compare rival campaigns across channels from a single interface. With connected TV added, users can now monitor competitor activity across linear TV, display, search, social, radio, out-of-home and streaming services.

The service is designed to show which brands are advertising on connected TV, the creative they are using and the estimated budgets behind campaigns. Historical data is intended to help users track how spending patterns have changed over time and identify current trajectories.

The launch also reflects a broader shift in video advertising markets beyond Australia. In the United States, 58% of media buyers say they want more tools for advertising in live streaming content than for linear TV, according to the 2025 Digital Video Ad Spend & Strategy Report cited by Bigdatr.

Australian buyers appear to be moving in a similar direction. Industry data referenced by Bigdatr shows 71% of ad buyers expect to increase spending on ad-supported streaming this year, while 46% plan to increase investment in programmatic connected TV in 2026.

Competitive data

Connected TV data sits within Bigdatr's Advertising Creative and Media Value product rather than as a separate service. Customers can review streaming activity alongside other campaign data without switching platforms.

Bigdatr argues this matters because audience fragmentation has made it harder for marketing teams to maintain a clear view of where competitors are spending and what messages they are putting into market. While television once offered a relatively concentrated view of video advertising, subscription and ad-supported streaming services have spread audiences across a wider range of environments.

That has implications for media planning, creative development and budget allocation. Brands trying to understand whether rivals are shifting spend from broadcast television to streaming have often had to rely on partial market signals or platform-specific information.

Bernard Brkic, Managing Director at Bigdatr, said the aim was to bring connected TV in line with the level of visibility already expected in other parts of the media market.

"To compete effectively on CTV, marketers need the same visibility they have on other channels: who is advertising, what creative they're running, and what budgets are behind it. Without it, media and creative decisions are made blind, and opportunities to outmanoeuvre competitors are missed before they're even seen," said Brkic.

The addition of connected TV is another sign that streaming has moved to the centre of the Australian advertising market, as brands seek better data on audiences and rivals across an increasingly fragmented media landscape.

Connected TV creative and estimated spend now sit alongside Bigdatr's monitoring of linear TV, display, search, social, radio and out-of-home in a single view across more than 13 channels.