Nine Entertainment has consolidated its major digital platforms — 9news.com.au, Nine Honey and Wide World of Sport — under a single nine.com.au banner. The move creates a unified audience destination across six content pillars and removes fragmentation that has complicated advertiser planning for years.
A single [nine.com.au](http://nine.com.au/) gives Nine a cleaner audience pitch to advertisers and a more straightforward data story. That is useful for everyone planning display and content spend at scale.
Nine Entertainment has merged its major online properties into a single destination at nine.com.au, calling it the most significant evolution in the platform's history. As of now, 9news.com.au and wwos.com.au redirect to nine.com.au, and the Nine Honey brand has been folded into a Lifestyle pillar alongside five others: News, Sport, Travel, Entertainment and Shopping.
The Wide World of Sport and Stan Sport brands will still appear within the Sport section, but the standalone domains are gone. Nine says the consolidation brings more than 150 sub-brands from across its portfolio under one digital address.
This is not just a URL change. Nine Entertainment reported $81 million profit in the first half of 2026 and has flagged a broader strategic repositioning that includes acquiring QMS Media and selling its broadcast radio assets. Management is targeting growth assets at 60 percent of revenue and 70 percent of EBITDA by FY27. The digital consolidation is part of that repositioning.
Sub-brands from across the Nine portfolio now unified under the [nine.com.au](http://nine.com.au/) digital address
Why it matters
For advertisers, fragmentation across multiple Nine digital properties has created planning complexity. Different audience definitions, different reporting systems, different creative specifications. Consolidation should simplify that. More importantly, a unified destination allows Nine to present a more consistent and defensible audience scale figure to media buyers.
For content and SEO teams, the redirects also have implications. If you have built links to 9news.com.au, wwos.com.au or Nine Honey content, those links now carry through. If you have been using any of those properties as reference sources or in content strategy, your audience's browsing behaviour across those brands will now be measured differently.