Netflix, Amazon Prime Video, YouTube, and Disney Advertising have established the Video Futures Collective (VFC). This new industry body aims to modernize audience measurement standards and enhance advertising effectiveness across the streaming sector.
The VFC is evolving from an informal think tank into a formal organization, with operations scheduled to begin in early September 2026. The coalition seeks to address challenges related to fragmented viewership data, which currently complicates budget allocation for brands.
The initiative is particularly focused on markets like Australia, where data fragmentation has hindered efficient advertising. By creating shared measurement standards, the group intends to provide cross-platform comparability for advertisers transitioning from linear television.
This collaboration follows previous joint efforts, such as the 2015 founding of the Alliance for Open Media, which developed video compression standards. Additionally, Netflix has begun licensing content from YouTube creators, with premieres set for September 19, 2026.
