Automotive media leader DRIVE has made a significant strategic move, launching a 24/7 live streaming channel on 9Now. This new partnership positions DRIVE as a key player in the broadcast and on-demand ecosystem, offering marketers and brands unparalleled access to a rapidly growing and engaged automotive audience.
Joining Nine’s select group of 24/7 streaming channels on 9Now, DRIVE gives consumers more ways to interact with automotive lifestyle content — whether catching up with episodes on demand or tuning in to curated live programming.
“DRIVE 24/7 offers a new content-led model to help consumers experience the breadth of Drive content and allow brands to reach new and existing audiences,” CEO of DRIVE, Simon Halfhide, said.
By leveraging both live and on-demand platforms, DRIVE is accelerating audience expansion and opening up new opportunities for brands to engage with Australia’s passionate motoring audience.
Early audience data shows a highly engaged Australian audience demographic with more than half of consumers aged between 25 - 54 (56 per cent), confirming DRIVE’s role as a go-to content hub for its niche.
With a carefully curated library of automotive shows and exclusive programs, since the launch of DRIVE’s 24/7 channel, BVOD streams of DRIVE TV episodes and specials have surged by 11 per cent.
In its first month, the channel has seen strong viewership of entertainment hits like The Lap and high-interest specialist content, including DRIVE’s safety and electric vehicles series. This diverse programming mix has proven effective at attracting both passionate auto fans and broader, mainstream viewers.
This early uplift demonstrates the power of offering live and on-demand options, enabling marketers to drive incremental reach, campaign frequency, and deeper audience engagement across devices and viewing occasions.
“DRIVE’s 24/7 streaming presence on Nine enables marketers to reach engaged audiences at scale, with the flexibility to connect in the moments and on the platforms that matter most.” DRIVE’s executive producer of TV, Terry King, said.
In the coming months, DRIVE is set to broaden its content offerings with summer movie premieres and new, exclusive series developed with DRIVE partners. This expansion will create more opportunities for marketers to integrate creatively, sponsor content, and implement native ad experiences to optimise campaign reach.
“We’re committed to delivering outstanding viewer experiences while helping advertisers achieve real results. Our 24/7 channel is an evolution in how car brands connect with audiences ready to discover, research, and buy,” Halfhide concluded.