Nine Entertainment's Love Island reeled in hundreds of millions of YouTube views worldwide, but only earned in the low hundreds of thousands of dollars from online advertising through the Google-owned platform.
At the Ten Network, bespoke social media content for the popular MasterChefand Survivor programmes help generate buzz, but goes largely unmonetised.
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Max Mason covers financial crime, courts and corporate wrongdoing. A Walkley Award winner, Max’s journalism has also received awards from the National Press Club of Australia, the Kennedy Awards and Citibank. Message Max on Signal https://tinyurl.com/MaxMason Connect with Max on Twitter. Email Max at max.mason@afr.com
