It was originally established as a 50:50 joint venture between Microsoft and PBL Media (now Nine Entertainment) in 1997 as "Ninemsn."

Nine.com.au is currently a network of sites including Nine News, Wide World of Sports and 9Honey.

[2] In 2006, Ninemsn purchased 5th Finger Pty Ltd, a leading Australian SMS and mobile marketing service provider.

Ninemsn introduced a new logo and a major redesign in mid-2011, allowing users to customise the site to their own preference.

However, in November 2016, all sub-brands apart from 9Finance and 9Pickle were reorganised under a revised 9Honey umbrella brand that aimed to target women; 9Style was launched to take the previous role of 9Honey while 9Lifestyle was closed.