Network 10’s broadcast video on-demand (BVOD) platform, 10 Play, is having its biggest year ever achieving 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.”
TOP 15 INDIVIDUAL BVOD SERIES IN AUSTRALIA (2020)
| Series Name | Publisher |
| Married at First Sight Season 7 | Nine Network |
| MasterChef Australia | Network 10 |
| Love Island UK Season 6 | Nine Network |
| Big Brother | Seven Network |
| Home And Away | Seven Network |
| The Voice Season 9 | Nine Network |
| Australian Survivor | Network 10 |
| Bachelor In Paradise | Network 10 |
| My Kitchen Rules: The Rivals | Seven Network |
| House Rules: High Stakes | Seven Network |
| Lego Masters Season 2 | Nine Network |
| The Bold and The Beautiful Fast Tracked | Network 10 |
| Neighbours | Network 10 |
| Grey’s Anatomy | Seven Network |
| I’m A Celebrity…Get Me Out Of Here! | Network 10 |
Source: OzTAM, National VPM, 10 Play growth and highs based on total Minutes Viewed Week 1-32 2020 vs. 2019, Program ranked by total minutes viewed, SeriesID and SeriesName, VOD only, long-form only (15 minute duration), commercial networks, Jan 1 to Aug 8 2020 . Video unique viewers source Adobe Analytics.
Production credits:
MasterChef Australia is an Endemol Shine Australia production for Network 10 from a format created by Franc Roddam, Tangle is a Premium Movie Partnership, Southern Star Entertainment & Austar Entertainment production filmed with the assistance of Film Victoria for Showtime Australia; The Simple Life is a Twentieth Century Fox Television and Bunim/Murray Productions production; Water Rats is a Southern Star Entertainment Production for the Nine Network Australia. Created by John Hugginson, Tony Morphett and Hal McElroy; Secret Diary of a Call Girl is a Tiger Aspect Productions, Silverapples Media and MFM Production for ITV; Mr Bean is a Tiger Aspect Production; Snog Marry Avoid Season 1-2 is a A Cheetah Production for BBC; Snog Marry Avoid Season3-6 is a A Remarkable Television Production for BBC; Leverage is an Electric Entertainment and Leverage Productions production for TNT; Kingdom is an Audience Network Presents an AT&T Original Series. A Navy Street Productions production.