Tuesday, May 21, 2024

10 Play Boasts Its Biggest Year Ever

Australia’s Network 10 is having the biggest year ever for its broadcast video on-demand (BVOD) platform, 10 Play.

The free BVOD platform (as opposed to the subscription-based 10 All Access service), has seen significant audience milestones including:

  • A 29% lift in minutes viewed across the year-to-date.
  • A 23% increase in monthly unique viewers year-to-date.
  • Its biggest three weeks ever.
  • Six of the top 15 commercial series on BVOD in 2020 including MasterChef Australia, Australian Survivor, Bachelor In Paradise, Neighbours, The Bold And The Beautiful and I’m A Celebrity…Get Me Out Of Here!.
  • And, Network 10’s Bachelor In Paradise is currently the #1 show on BVOD.

The audience milestones follow a significant content boost on the platform including the addition of Banijay Rights shows such as Tangle, The Simple Life, Water Rats, Secret Diary Of A Call Girl, Mr Bean, Snog Marry Avoid and Leverage, Kingdom, as well as Thank God You’re Here and Russell Coight’s All Aussie Adventures.

The platform has also been host to a number of companion series for 10 shows such as Bachelor In Paradise’s TL;DR, with more companion series coming soon for The Masked Singer, The Bachelor Australia, The Bachelorette Australia, The Living Room and The Project.

Network 10’s General Manager – Digital, Liz Baldwin, said: “10 Play is on a roll! We’re so pleased that the hard work and investment we have dedicated to the platform is resonating so well with audiences.

“As audiences continue to look to complement their linear viewing with a premium digital experience, we will continue to look for new and innovative ways to meet this need. We have a lot of fantastic plans ready to share over the coming months. Watch this space.”

In May, 10 Play launched a new advertiser and consumer experience on Telstra TV which included a new Premium Pause advertising product. In the last month, new advertisers including Volvo and Drakes Supermarkets have partnered with 10 Play on the premium product. They join eBay, Mitsubishi and Dell who were announced at launch.

The new product offers brands a high-impact engagement opportunity, beyond mid and pre-rolls, in non-intrusive environments.

Network 10’s Digital Sales Director, Sophie Hicks Lloyd, said: “The incredible work that Liz and her team have put in to improve and re-shape the 10 Play platform across all devices to such success has certainly been noticed by brands and advertisers. We’ve received such great feedback on the content available, the experience and the ad opportunities.”

Since May 2019, 10 Play has achieved, on average, double digital year-on-year revenue growth every month.

Sophie continued: “The Sales team has worked hard to take clever, creative, targeted solutions to our advertisers which solve brand problems and deliver against objectives, further feeding the success of 10 Play.

“There is certainly a buzz in the market about the platform and we can’t wait to reveal more over the next few months.”

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