DRIVE fires up 24/7 streaming channel on Nine – and a new pitch to car brands

Automotive media company DRIVE has flicked the switch on a 24/7 streaming channel via Nine’s 9Now, billing it as a way for brands to reach a bigger, more engaged motoring audience.

The move puts DRIVE alongside Nine’s other continuous channels, giving it a broadcast-style presence without the cost of traditional TV. It also doubles as a fresh ad shopfront, offering marketers another route into the wallets of car buyers at a time when competition for attention is fierce.

CEO Simon Halfhide framed the launch as a win for both viewers and advertisers.
“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,” he said.

Audience numbers to watch

DRIVE says early figures are encouraging, with 56% of viewers sitting in the prized 25–54 demographic and streams of its TV content up 11% since launch. The line-up so far has mixed lighter fare like The Lap with niche series on safety and EVs.

Still, whether viewers stick around once the novelty fades will be the real test — particularly as on-demand audiences are already spoiled for choice across free and paid platforms.

Brand alignment front and centre

Executive producer Terry King emphasised the appeal for advertisers rather than audiences.
“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,” he said.

In other words: the pitch is as much about brand alignment as it is content. DRIVE promises more exclusive shows and summer “event” programming in the coming months, with plenty of scope for sponsorships, native ads and creative integrations.