Nine is pushing for TikTok and Youtube to be designated in the News Media Bargaining Code.
In the latest submission to the ACCC Digital Platform Services Inquiry, Nine’s executive counsel Penelope Hobart argued for broader inclusion of digital media platforms as part of the Code.
“Whilst Nine was able to negotiate deals with both Google and Facebook, there is little to no incentive for social media platforms (such as TikTok) to enter into commercial negotiations for fair remuneration of news content as they have not been designated and have not been named as liable to designation,” the submission stated.
“TikTok has so far refused to engage in any commercial conversations with Nine about the fair remuneration for Nine news content appearing on its social media platform.”
In the submission, Hobart claimed TikTok is the fastest growing social media platform in the market and that 34% of TikTok users access news content on the platform.
In ASIC filings referenced by Nine, it was reported TikTok Australia revenue jumped 220% in 2021 to nearly $50 million, up from US$15.5 million from November 2019 to December 2020.
Meanwhile, Youtube was reported as attracting four times more advertising spend than the current BVOD advertising market, worth approximately $426 million in FY22.
Hobart pushed that "recognising this power imbalance" would serve a number of public policy benefits including the sustainability of Australian news content.
“Nine maintains that social media is a fast-paced environment which is not the same as it was in 2019. It is critical that other powerful players such as TikTok and YouTube are included in any designation, or statement of expectations, under the News Media Bargaining Code.”
Following the introduction of the code, Google and Facebook (now Meta) have reached voluntary commercial agreements with a number of news media organisations.
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