In September 2013, Network 10 pressed play on ‘tenplay.com.au’ as its premium television catch-up service. Since its launch, 10 Play has been at the forefront of the network’s entertainment, product innovation, and platform evolution for audiences and clients.
Celebrating its biggest year ever of content, viewing, technology, and users, 10 Play now has 7 million registered users, up 60% over the past two years, and viewing is up 38% compared with 2022.
The commercial broadcast video on demand (BVOD) line-up on 10 Play includes Australian Survivor,The Bold and The Beautiful Fast-Tracked,MasterChef Australia, I’m A Celebrity… Get Me Out Of Here!andThe Bachelors Australia.
Some of 10 Play’s biggest live streamed events include Oprah With Megan & Harry in 2021, this year’s MasterChef Australia Launch and MasterChef Australia – The Winner Announced, plus Australian Survivor Grand Finale – The Winner Announced 2023.
According to the company, 10 Play’s biggest shows of the decade include MasterChef Australia (1.24 million minutes viewed), Australian Survivor (1.05 million minutes viewed), The Bold And The Beautiful Fast-Tracked (1.02 million minutes viewed), I’m A Celebrity… Get Me Out Of Here! Australia, Neighbours, Have You Been Paying Attention?, and The Amazing Race Australia.
Daniel Monaghan, Senior Vice President, Content and Programming, Paramount ANZ, said: “Over the past decade, 10 Play has met the demands of the market and our viewers, which has been reflected in our ability to evolve.
“Our extensive new library of Pluto TV FAST channels offers a world of entertainment for audiences but it’s also a premium, brand-safe environment for advertisers to connect with key demographics. We are extremely proud to be bringing more content than ever to Australians, and to provide unique, innovative and seamless integration opportunities across all our platforms for our clients.
“We would also like to thank our amazing team across all our brands and platforms for their incredible passion, hard work and creativity.”
According to the company, the launch of more than 50 Pluto TV Free-ad Supported (FAST) channels last month is offering a a re-invented digital viewing experiences for Australian audiences.
With the launch of Pluto TV FAST channels in a dedicated branded area – Live with Pluto TV – 10 Play achieved its biggest ever monthly reach in August of 2.52 million people, up 38% compared to its 2022 average, and live minutes viewed were up 114% to 27 million minutes.
Pluto TV FAST channels are built on curated content and channels for specific audiences, as well as on a decade of insights gathered from delivering enhanced viewing experiences on 10 Play.
Paramount ANZ’s dedicated digital advertising teams combine these insights with a suite of connected TV (CTV) ad products called Paramount Interactive, to meet audience and advertisers’ needs. The comoany says Paramount Interactive is transforming CTV advertising with solutions such as AdSelector, Canvas Gallery, Interactive Overlay and Expander.