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Multichannel Survey 2023: 10 Peach, 10 BOLD, Nickelodeon.

10 multichannels are home to A-League, classic sitcoms, and the newest multichannel in Nickelodeon.

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Nickelodeon is the newest multichannel to hit screens under the 10 / Paramount banner.

The channel launched on Free to Air on August 1 -given the timing, those results include 10 Shake performance*.  The content is now predominantly Nickelodeon US brands, plus Aussie made Rock Island Mysteries S2 next week.

10 BOLD is the #4 commercial multi-channel with first run titles in sport, including A-League, and a range of outdoor lifestyle titles. While there is scripted US procedural, none were highlighted here.

10 Peach is the #1 commercial multi-channel in daytime as the “home of sitcoms” including favourites such as Friends, The Big Bang Theory, Seinfeld and Two and a Half Men. It is also the home of NBL.

10 BOLD

Brand Identity: (Did not respond)

Target Demographic: People Over 40

Format / Tech Playout: (Did not respond)

2023 YTD Ratings Share / Demo Performance:
• Maintained its commercial share of 3.7% in over 40s.
• Increased its daytime commercial share by +0.1 share points in 25 to 54s and 18 to 49s year-on-year.
• #4 commercial multi-channel.
• #2 commercial multi-channel in over 40s on Mondays, Wednesdays and Thursdays.
• Live stream minutes up +29% year-on-year.

Source: OzTAM, 5 City Metro, Jan – Aug 2023 vs Jan – Aug 2022, Daytime (0600-1800) & Primetime (1800-2230), Consolidated 7 prior to L7D, Overnight for L7D. OzTAM National VPM, Live stream minutes viewed (incl. Co-Viewing Minutes Viewed), 0000-2400, Jan – Aug 2023 vs Jan – Aug 2022.

• In August 10 Bold increased its daytime audience 44% year-on-year, and up 46% in Over 40s.
• Lifted 2% year-on-year, and 6% in Over 40s during primetime.
• Live stream minutes up +54% YoY

Source: OzTAM, 5 City Metro, Aug 2023 vs Aug 2022, Daytime (0600-1800) & Primetime (1800-2230), Consolidated 7 prior to L7D, Overnight for L7D. OzTAM National VPM, Live stream minutes viewed (incl. Co-Viewing Minutes Viewed), 0000-2400, Aug 2023 vs Aug 2022.

Key First Run Titles: 2023/2024 Isuzu UTE A-League. 48 Hours.

First-Run Australian Content: 2023/2024 Isuzu UTE A-League, A-League All Access, Escape Fishing with E.T, iFish, Reel Action, Camper Deals, Tough Tested, Gold Buckle Campdrafting 2023.

Recent Success Stories: (Refer Ratings Share)

Upcoming Key Titles: 2023/2024 Isuzu UTE A-League

Upcoming Changes to Playout / New Channels: N/A

10 Peach

Brand Identity: (Did not respond)

Target Demographic: People 16 to 39

Format / Tech Playout: (Did not respond)

2023 YTD Ratings Share / Demo Performance:
• #1 commercial multi-channel in 16 to 39s, 25 to 54s & 18 to 49s
• #1 commercial multi-channel in daytime. #1 commercial multi-channel in 16 to 39s, 25 to 54s & 18 to 49s
• Live stream minutes up by +43% YoY
• Up +0.2 commercial share points in daytime, up +0.3 points in 25 to 54s, +0.2 points in 16 to 39s, +0.4 points in 18 to 49s and +0.6 points in Under 50s

Source: OzTAM, 5 City Metro, Jan – Aug 2023 vs Jan – Aug 2022, Daytime (0600-1800) & Primetime (1800-2230), Consolidated 7. OzTAM National VPM, Live stream minutes viewed (incl. Co-Viewing Minutes Viewed), 0000-2400, Jan – Aug 2023 vs Jan – Aug 2022.

Key First Run Titles: The 10 Peach channel is focused on bringing our audiences a laugh with their favourite shows every night of the week. We embrace what our viewers love with a lineup of the best sitcoms every made including Friends, The Big Bang Theory, Seinfeld and Two and a Half Men.

First-Run Australian Content: National Basketball League

Recent Success Stories:
• Home of sitcoms – #1 sitcoms on TV (including 16 to 39s, 25 to 49s and 18 to 49s)

Source: OzTAM, 5 City Metro, Jan – Aug 2023, 1800-2230, Sitcoms merged programs ranking (incl. encores/repeats), Consolidated 7.

Upcoming Key Titles: 2023 MTV Video Music Awards, 2023 MTV Europe Music Awards

Upcoming Changes to Playout / New Channels: (Did not respond)

Nickelodeon (incl. 10 Shake*)

Brand Identity: (Did not respond)

Target Demographic: People Under 40

Format / Tech Playout: (Did not respond)

2023 YTD Ratings Share / Demo Performance:
• #1 commercial multi-channel in under 40s in daytime, #1 in under 13s.
• Prime time commercial share up +0.2 share points year-on-year.
• Daytime commercial share up +0.8 share points in kids year-on-year.
• Live stream minutes up 17% YoY

Source: OzTAM, 5 City Metro, Jan – Aug 2023 vs Jan – Aug 2022, Daytime (0600-1800) & Primetime (1800-2230), Consolidated 7. OzTAM National VPM, Live stream minutes viewed (incl. Co-Viewing Minutes Viewed), 0000-2400, Jan – Aug 2023 vs Jan – Aug 2022.

• Primetime audience up 20% year-on-year.
• Daytime up 49% since its launch on 1st August, 2023.
• Live stream minutes up +34% year-on-year

Source: OzTAM, 5 City Metro, Aug 2023 vs Aug 2022, Daytime (0600-1800) & Primetime (1800-2230), PAW Patrol (1200-1405, Mon-Fri) & SpongeBob SquarePants (Mon-Fri 1500 -1615, Mon-Fri), Consolidated 7. OzTAM National VPM, Live stream minutes viewed (incl. Co-Viewing Minutes Viewed), 0000-2400, Aug 2023 vs Aug 2022.

Key First Run Titles: YTD FTA premieres have included PAW Patrol Season 8, Blaze and the Monster Machines Season 5, Blues Clues & You! Season 3, Bubble Guppies Season 5, SpongeBob SquarePants Season 12, The Loud House Season 4, The Casagrandes Season 2, Middlemost Post Season 1, The Smurfs Season 1, Double Dare Season 1, The Thundermans Season 4, Henry Danger Season 5, Young Dylan S1 and S2, Bella and the Bulldogs Season 1 and Side Hustle Season 1.

First-Run Australian Content: Rock Island Mysteries Season 2 (pictured).

Recent Success Stories: SpongeBob SquarePants lifted its Monday to Friday 3pm audience by 121%.

Upcoming Key Titles: Rock Island Mysteries Season 2, PAW Patrol Season 9, Blaze and the Monster Machines Season 6, Baby Shark’s Big Show!, Monster High: The Movie, Monster High: The Animated Series S1, The Twisted Timeline of Sammy & Raj, Danger Force Season 2, Blue’s Clues and You! Season 4, Bubble Guppies Season 6, It’s Pony Season 2, Side Hustle Season 2.

Upcoming Changes to Playout / New Channels: (Did not respond)

8 Responses

  1. 10 Multis: the home of the endless repeats.

    Apart from the upcoming Men’s A-League season, i think just about everything else in primetime on 10’s multis are repeats. I know there is a handful of first run shows during the day though across the channels.

    On a side note, with the recent ratings success of the Matildas at the Women’s FIFA World Cup, you’d think that 10/10Bold would promote the upcoming Women’s A-League a little better, rather than putting their games exclusive to 10Play/Paramount+.

  2. As time has gone on, 10’s programming of multi channels have become more and more lazier with endless back to back episodes of the same shows just about every night of the week. I don’t know how many time people can watch Big Bang Theory but somehow it still gets Peach the shares so I can see why they do it, but surely with the number of episodes on each night, they must get through every episode ever made within a month?!

  3. Peach and Nickelodeon are so ugly in hideously low bandwidth SD.

    And Nick is also sorely lacking in content, with far too many episodes of shows playing back-to-back (a la Peach) as opposed to a more varied schedule. Also an odd decision to only play classic Nick cartoons after midnight, with no daytime airings, but perhaps even more egregious is their decision to crop these shows for a faux “widescreen” look, which immediately put me off (similar to how they’ve mangled the classic years of The Simpsons).

    2. Agreed, change it to Comedy Central.
      (Don’t bother with MTV, it’s not the 90s anymore)

      Interesting that they said “N/A” to upcoming changes to Bold but didn’t respond when asked for Peach/Nick.

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