The Situation

Aunty Donna built a global audience across YouTube, broadcast, and live performance.

But like most creators operating on third-party platforms:

• They didn’t own their audience
• Monetisation was constrained
• Growth depended on algorithms and commissioning cycles

At the same time, the Australian comedy industry lacked a scalable path for new formats and emerging talent.

The Decision

Instead of continuing to rely on platforms, Grouse House made a strategic shift:

Build a direct-to-fan platform, not rent one.

This meant:

• Owning the audience relationship
• Controlling distribution and monetisation
• Creating a long-term, scalable comedy ecosystem

The Vision

Grouse House TV was designed as:

• A home for Aunty Donna content
• A launchpad for new comedy talent
• A premium destination for fans
• A business, not just a channel

The Solution (Shift72)

Grouse House partnered with Shift72 to launch a fully owned streaming platform.

“Shift72 are the perfect partner to build this with us”
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Shift72 enabled:

• Fully branded streaming platform
• Direct subscription and payment control
• Flexible release models (SVOD, drops, exclusives)
• Global distribution from day one

Most importantly:

• Full ownership of audience and data
• No reliance on third-party platforms

The Outcome (Phase 1: Launch)

Grouse House TV launches as:

• A hybrid model (free + premium content)
• A central destination for fans
• A scalable foundation for future growth

“This was about more than just launching another platform. It was about community and building something we actually control.’

What This Unlocks

Direct Audience Ownership
A true fan relationship,  no intermediaries

New Revenue Streams
Subscriptions, exclusives, bundled experiences

Creative Freedom
No gatekeepers. No algorithm constraints

Scalable Platform
A long-term asset that compounds over time

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The Bigger Shift

Grouse House TV represents a broader industry shift:

• From platforms → ownership
• From content → businesses
• From distribution → infrastructure

“We’re not relying on algorithms or third-party platforms to reach our fans, we have a direct relationship with them.”