Our broadcast video on-demand (BVOD) platform, 10 Play, is so hot right now, racking up its biggest year ever and achieving significant audience milestones.
What are the milestones? Well, up until earlier this month they included:
- A 27% lift in minutes viewed year-to-date.
- A 23% increase in monthly unique viewers year-to-date.
- Six of the top 15 commercial series on BVOD in the first half of 2020: MasterChef Australia, Australian Survivor, Bachelor In Paradise, Neighbours, The Bold and The Beautiful and I’m A Celebrity…Get Me Out Of Here!.
- Bachelor In Paradise is the #1 show on 10 Play this year.
The audience milestones follow the additional of a lot of content, including Working Dog Productions’ Thank God You’re Here and Russell Coight’s All Aussie Adventures, plus 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,
10 Play has also been home to a number of companion series for 10 shows such as Bachelor In Paradise’s TL;DR. We also have or will soon have companion series 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! 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. Over the past month or so, new advertisers including Volvo and Drakes Supermarkets have partnered with 10 Play on the premium product. They join eBay, Mitsubishi and Dell, which 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.”
Source: OzTAM, 5 City Metro, Week 1 to 33 2020 vs. 2019, share growth is Network Total, profile based on 6pm to 10.30pm primary channels, STV growth is 6am to midnight, July 1 to August 15, OzTAM National VPM minutes viewed, Adobe Analytics.