Nine BVOD dominating 2021

Nine is buoyed by 9Now Broadcast Video on Demand numbers for Married at First Sight, Lego Masters and the Australian Open.

Hamish Turner, Nine’s Program Director, said: “9Now has strengthened its position as the clear No.1 in the digital and BVOD market. Nine has a suite of content offerings in the Australian Open, Married at First Sight and Lego Masters which have all perform strongly on both linear and digital platforms.

“We continue to see strong growth across the BVOD category and expect our digital momentum to continue throughout the year with Beauty and The Geek, Love Island Australia and UK and The Block still to come, in addition we have created catalogue depth through deals with Warner Brothers, NBC and Discovery.”

Nick Young, Nine’s Director of Sales – Publishing and Digital, said: “It has been an extraordinary quarter for 9Now. Brands continue to expand their support of the platform and are increasingly focusing on Total TV – linear and BVOD together – with BVOD being supported through Nine’s unique data offering of more than 10 million signed-in users.”

As of April 30, 2021, 9Now claims 50% share of minutes consumed between January and the end of April among Total People. In the key demographics, 9Now has a 53% share among both 18-39s and 25-54s.

In the live streaming space, 9Now was also the clear dominant platform with a 54% share following the success of the Australian Open. This equates to 1.5 billion live minutes, 61% more than its nearest competitor.

Married at First Sight was also the No.1 on-demand program against all BVOD platforms with more than 880 million minutes of long-form catch-up content streamed, 3.7 times more than its nearest competitor.

So far this year Nine’s Married at First Sight has eight of the Top 10 in on-demand programs and nine of the Top 10 live BVOD programs, while LEGO Masters also continues to perform strongly in the weekly BVOD ratings.

2021 CFTA Minutes Share:

Publisher Minutes Share Total Audience Minutes
NINE 50% 4,303,238,000
SEVEN 34% 2,878,849,000
TEN 16% 1,339,731,000
 

2021 CFTA Demo Minutes Share:

Publisher 18-39 25-54
NINE 53% 53%
SEVEN 32% 33%
TEN 15% 14%

Source: OzTAM Live + VOD VPM, Jan to April 2021, Share based on CFTA BVOD Platforms, Metric: Minutes, Includes Coviewing on connected TV 

LIVE Streaming Share:

Publisher Minutes Share
NINE 54%
SEVEN 33%
TEN 13%

Source: OzTAM Live VPM, Jan to April 2021, Share based on CFTA BVOD Platforms, Metric: Minutes, Includes Coviewing on connected TV

 On-Demand shows:

Primary Description Secondary Description  

Publisher

BVOD Audience
FISK – Portrait of a Lady Series 1 Ep 1 ABC 520,000
MARRIED AT FIRST SIGHT EPISODE 4 NINE 485,000
MARRIED AT FIRST SIGHT EPISODE 12 NINE 451,000
MARRIED AT FIRST SIGHT EPISODE 1 NINE 449,000
MARRIED AT FIRST SIGHT EPISODE 6 NINE 445,000
MARRIED AT FIRST SIGHT EPISODE 16 NINE 445,000
MARRIED AT FIRST SIGHT EPISODE 9 NINE 442,000
MARRIED AT FIRST SIGHT EPISODE 8 NINE 441,000
MARRIED AT FIRST SIGHT – EPISODE 2 NINE 436,000
FISK – Cremains of the Day Series 1 Ep 2 ABC 434,000

Source: OzTAM VOD VPM, Jan to April 2021, Rolling Cume top catch up episodes ranked against FTA BVOD Platforms, Metric: BVOD Audience, Includes Coviewing on connected TV

LIVE Streaming shows:

Primary Description Secondary Description Date BVOD Audience
MARRIED AT FIRST SIGHT -FINALE EPISODE 32 -REUNION PART 2 18/04/2021 91,284
2021 AUSTRALIAN OPEN D14 -MEN’S FINAL DAY 14 21/02/2021 88,485
MARRIED AT FIRST SIGHT EPISODE 18 22/03/2021 81,141
OPRAH WITH MEGHAN & HARRY OPRAH WITH MEGHAN & HARRY 8/03/2021 80,138
MARRIED AT FIRST SIGHT EPISODE 17 21/03/2021 79,942
MARRIED AT FIRST SIGHT EPISODE 22 29/03/2021 78,188
MARRIED AT FIRST SIGHT EPISODE 19 23/03/2021 77,355
MARRIED AT FIRST SIGHT EPISODE 13 14/03/2021 72,456
MARRIED AT FIRST SIGHT EPISODE 21 28/03/2021 72,022
MARRIED AT FIRST SIGHT EPISODE 14 15/03/2021 70,201

Source: OzTAM Live VPM, Jan to April 2021, Top live episodes ranked against all BVOD Platforms, Metric: Bvod Audience, Includes Coviewing on connected TV

3 Comments:

  1. I am pleasantly surprised how good 9Now is. Old TV shows like Everwood, that are not available on any streaming service are finally available.

    I’ve had no buffering issues with 9Now, everything runs smoothly for me. Ten Play on the otherhand is a nightmare and freezes during every ad.

  2. There’s some great content on 9Now but the experience is horrible. It frequently pauses to buffer, despite my 250 speed NBN, and plays the same ad over and over during breaks.

  3. Elizabeth H

    I find 9Now the most annoying of apps. My brother who lives on the other side of the country has given up trying to access the app.
    I tend to access ABC for most viewing (no ads) and occasionally check in to 7,9 and 10 for shows I like to watch but to be honest Greys and Station 19 has moved to Disney and Netflix and Disney are my preferred.
    Interesting that 9Now is claiming the win! Especially when Fisk was #1!

Leave a Reply

You must be logged in to post a comment.