What are the terms of the deal for Vinyl Group (ASX:VNL) to acquire Pedestrian Group?

Vinyl Group (ASX:VNL) is acquiring 100 per cent of the issued share capital of Pedestrian Group from Nine Digital for a nominal consideration. The transaction is highly capital-efficient, involving no material cash, debt, scrip, or ongoing royalty payments.

What assets are included in Vinyl Group's acquisition of Pedestrian Group?

Vinyl Group is taking over the entire portfolio of Pedestrian Group, which is one of Australia's most recognised youth media brands. This includes its core digital publisher PEDESTRIAN.TV, alongside Pedestrian Jobs, Openair Cinemas, and Pedestrian Studio.

What is the target demographic of Pedestrian Group?

Pedestrian Group primarily targets a highly engaged Gen Z and Millennial demographic across Australia. Since its inception in 2005, its flagship property, PEDESTRIAN.TV, has established itself as a defining voice in Australian youth culture, delivering content across web, social, video, newsletters, and experiential channels.

What is the expected financial impact of this acquisition on Vinyl Group (ASX:VNL)?

Following a strategic restructure plan, the acquisition is projected to contribute between $0.6 million and $0.8 million of pro forma EBITDA to Vinyl Group in FY27. Because the transaction requires no upfront cash or share issuance, it represents a low-risk, high-margin contribution to Vinyl Group's earnings profile.

How does the Pedestrian Group deal affect Vinyl Group's audience reach and advertising relevance?

The merger significantly expands Vinyl Group’s commercial footprint by scaling its Ipsos iris de-duplicated online audience reach to 53 per cent of Australians online. This massive spike in digital traffic bolsters Vinyl Group's relevance to major advertisers looking to target youth demographics at scale.

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Vinyl Group to acquire Pedestrian Group from Nine

Written by Mahathir BayenaPublished Jun 9, 2026, 12:45 AM

Vinyl Group (ASX:VNL) said its will acquire 100% of the issued share capital of Pedestrian Group from Nine Digital.

The transaction is being executed for a nominal consideration and involves no material cash, debt, scrip, or ongoing royalty payments.

Scheduled for completion on June 15, the capital-efficient deal will see Vinyl Group fully take over the operations of the prominent youth media company.

Pedestrian Group is widely recognised as one of Australia’s premier youth brands. Its diverse portfolio includes PEDESTRIAN.TV, Pedestrian Jobs, Openair Cinemas, and Pedestrian Studio.

Since its inception in 2005, PEDESTRIAN.TV has established itself as a defining voice in Australian youth culture, targeting a highly engaged Gen Z and Millennial demographic across digital, social, and experiential channels.

Following the implementation of a strategic restructure plan, the acquisition is projected to contribute between $0.6 million and $0.8 million of pro forma EBITDA to Vinyl Group in FY27.

The merger expands Vinyl Group’s commercial footprint, bolstering its relevance to major advertisers and scaling its Ipsos iris de-duplicated online audience reach to a 53% of Australians online.

Vinyl Group to acquire Pedestrian Group from Nine

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