Multichannel Survey 2021: 9GO! / 9GEM / 9Life / 9RUSH

I Can See Your Voice USA, Travel Guides NZ & The Weakest Link USA are all coming to 9GO!

I Can See Your Voice USA, Travel Guides New Zealand, The Weakest Link USA and Who Wants to be a Millionaire UK are all coming to Nine multichannels.

Also coming are Tim Allen reality competition Assembly Required, The Great British Sewing Bee, The Great Pottery Showdown, Outback Car Hunters Australia, Outback Opal Hunters and Aussie Snake Wranglers.

Nine is the only commercial broadcaster with 4 separate multichannels, pitching at viewers from 16 to 55+.

Since the last survey 9GEM has acknowledged Sport as part of its brand while 9Life has shifted from Women 18 – 54 to Women 25-54.


Brand Identity: 9GO! is for the young, and the young-at-heart, offering a line-up of blockbuster movies, reality and comedy.

Target Demographic: People 16-39.

Format / Tech Playout: MPEG-2.

2021 Ratings Share / Demo Performance: 9GO! is averaging a 3.9% commercial share with People 16-39.

9GO! continues to provide a strong alternative for all key targets with a 4.2% share for audiences 0-39 and 0-54 and a 3.9% share with People 25-54.

Key First Run Titles: Premiere Movies, Survivor US, Paranormal Caught on Camera, Stunt Science.

First-Run Australian Content: Australian Movies, Metrosexual, Smashhdown!, Smashhdown – Search for The Goat, The Gamers 2037, Space Nova.

Recent Success Stories: Survivor US continues to be a fantastic fast-tracked brand with strong results on both linear and 9NOW.

Upcoming Key Titles: Young Sheldon, Travel Guides New Zealand, I Can See Your Voice US, The Weakest Link US, Assembly Required, Everybody Loves Raymond.

Upcoming Changes to Playout / New Channels: TBA.


Brand Identity: 9Gem is an indulgent mix of classic UK comedies and dramas, and top tier factuals and premium live sport.

Target Demographic: P55+.

Format / Tech Playout: MPEG-2.

2021 Ratings Share / Demo Performance: 9GEM is averaging a 4.8% commercial share with People 55+.

9GEM has also seen growth in younger audiences year on year due to key sporting properties with share increasing with Under 40’s and People 16-39.

Key First Run Titles: Coroner, London Kills, Agatha Raisin, The Brokenwood Mysteries, Saved and Remade, Queens of Mystery.

First-Run Australian Content: Antiques Downunder, NRL, Wallabies, Super Rugby, Australian Open Tennis, ATP Cup, Wimbledon, Roland Garros.

Recent Success Stories: London Kills, Grantchester, Death in Paradise, Wallabies Matches, Wimbledon 2021, James Bond Marathon.

Upcoming Key Titles: Agatha and The Curse of Ishtar, Agatha and the Midnight Murders, Hidden History of Britain, Lost Relics of the Knights Templar, Border Interceptors, The Great British Sewing Bee, The Great Pottery Showdown, Egypt’s Unexplained Files, Who Wants to be a Millionaire UK.

Upcoming Changes to Playout / New Channels: TBA.


Brand Identity: 9Life is the ultimate lifestyle destination, bringing together the best-of-the-best when it comes to real life / homemaker content from across the globe.

Target Demographic: Women 25-54

Format / Tech Playout: MPEG-2

2021 Ratings Share / Demo Performance: 9LIFE is averaging a 3.5% commercial share with Women 25-54.

9LIFE depth of programming drives the all day share results strongly with the channel recording a 4.7% share with Women 25-54.

Key First Run Titles: Good Bones, Home Town, Christina on The Coast, Flipping 101 with Tarek El Moussa, Beach Around The World, Bargain Mansions, Our Yorkshire Farm.

First-Run Australian Content: Country House Hunters Australia, Renovate or Rebuild, Dream Homes Revealed, Australia’s Best House, Blue Lagoon Build.

Recent Success Stories: Renovate or Rebuild, My Lottery Dream Home, Building Off The Grid, Escape to The Chateau, Home Town, Fixer Upper, Fixer to Fabulous, Restoration Man.

Upcoming Key Titles: Home Town Takeover, My Aussie Build, House Hunt Dilemma, No Demo Reno, Two Steps Home, Flip or Flop, Cheap Old Houses, Farmhouse Fixer, Building Off The Grid, Martha Knows Best, Bargain Block.

Upcoming Changes to Playout / New Channels: TBA.


Brand Identity: 9RUSH is the home of the best high adventure, high octane and high adrenaline reality programming from around the world.

Target Demographic: M 25-54.

Format / Tech Playout: MPEG-2.

2021 Ratings Share / Demo Performance: 9RUSH is averaging a 2.6% commercial share with Men 25-54.

9RUSH also performs very strongly all day due to the vast volume of world class content which sees share with Men 25-54 increasing to 3.8% and share with Men increasing to 3.7%. 9RUSH all day share has increased year on year with both Total People and Men.

Key First Run Titles: Wheeler Dealers, Kindig Customs, Iron Resurrection, Goblin Works Garage, Naked and Afraid, Bering Sea Gold, Gold Rush: Dave Turin’s Mine, Gold Rush: White Water, Gold Rush: Parkers Trail, Garage Rehab, Alaskan Bush People, Expedition Unknown, Finding Escobar’s Millions.

First-Run Australian Content: Resto My Ride.

Recent Success Stories: Nasa’s Unexplained Files, Expedition Unknown, Wheeler Dealers, Alaskan Bush People, Bering Sea Gold, Mysteries of The Deep, Kindig Customs, Gold Rush White Water, Street Outlaws, Iron Resurrection, Speed is The New Black.

Upcoming Key Titles: Gold Rush: Parkers Trail Australia, Deadliest Catch: Bloodline, Outback Car Hunters Australia, Outback Opal Hunters, Aussie Snake Wranglers, Harley and The Davison’s, Moonshiners, Undercover Billionaire, Dino Hunters, Spiky Gold Hunters, Alien Highway, Homestead Rescue.

Upcoming Changes to Playout / New Channels: TBA

17 Responses

  1. Nine, who have pretty much blasted all ratings fronts in recent years, just need to work on this area (multi-channels), that’s if they actually genuinely care and get sny revenue from it, Seven banging on about them is probably more for publicity.

    I mean 9Go has gone from once No 1… To doing just a 0.9% share last night. Gosh something has gone horrible wrong and I fail to see how it’d just be good programing from 7mate/10 Peach/10 Bold/7flix.

  2. As far as I can tell the last epsisodes of Young Sheldon she they showed was S3, just before repeats aired on Foxtel. And I don’t think they have aired S7 of The Brokenwood Mysteries.

  3. Nine’s association with Stan should be an incentive to expand 9GEM as a dedicated HD sports broadcast channel, such a channel has been long overdue on FTA in Australia and with Stan providing a subscription platform to buy more sports broadcast rights 9GEM could value add some of this content with advertising. Having said that Nine does look to be wanting a bet each way in how it makes broadcast deals including with Foxtel for joint NRL coverage. Both Nine and Stan need to get their priorities sorted, sports broadcasting is becoming a steadily very competitive business.

    1. Unless their contract requires a match on FTA like the Rugby, Nine’s sports deals are a massive financial incentive to air stuff only on Stan where people have to subscribe to both Stan and sports package to watch them.

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