The Foxtel Group has firmly established itself as a digital-first sports and entertainment powerhouse, with a broad portfolio spanning Foxtel, Fox Sports, Kayo Sports, BINGE, and Hubbl. As audiences increasingly shift to streaming platforms, the media landscape has undergone a rapid transformation, requiring new approaches to TV planning and measurement. Recognising this shift, Foxtel Media set out in 2023 on a mission to redefine audience measurement—ensuring advertisers and media buyers have a more accurate, holistic view of audiences both streaming and linear TV. This keynote will explore the impact it had, and the collaborative journey with agencies to drive meaningful change in the industry. Chief Sales Officer Nev Hasan will share the challenges faced, the innovations introduced, and how a strategic partnership with Kantar Media is helping build a more precise and actionable measurement framework with unintended benefits.