SBS has officially completed the rollout of its world-first ad opt-out feature on SBS On Demand, locking in a platform change first flagged more than two years ago.
First revealed at SBS’s Upfronts in 2023 and trialled in beta since 2024, SBS has confirmed the audience controlled advertising feature is now fully integrated across SBS On Demand.
SBS says the rollout makes it the first broadcaster globally to give users direct control over specific advertising categories within a streaming platform.
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Viewers can now opt out of advertising related to wagering, alcohol and quick service restaurants through their account settings, which SBS says is designed to balance audience choice with more effective advertising delivery.
SBS Acting Managing Director Jane Palfreyman said the move reflects clear audience feedback gathered during the trial period.
“Our opt out feature has moved from a pioneering trial to a permanent and seamless part of the SBS On Demand experience – because Australians told us they want more control over the ads they see.”
SBS has added its podcast catalogue to SBS On Demand as part of a broader platform update (image – SBS)
Alongside the ad opt out rollout, SBS has also added its suite of podcasts to SBS On Demand, bringing audio into the same ecosystem as its on demand video offering and expanding access to its news, current affairs, documentary and multilingual content in one place.
SBS has also flagged further platform upgrades, including restart, pause and rewind functionality for live television, joining other Australian broadcasters that already offer similar features in some form.
The features are expected to significantly enhance the viewing experience ahead of SBS streaming all 104 matches of the FIFA World Cup 2026 live and free from 11 June 2026, through to 19 July 2026.
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