10Play turns 10

10 Play recently turned 10, now with 7 million registered users, up 60% over the past two years, and viewing up 38% compared with 2022.

10 Play recently added Pluto TV FAST channel which, along with Live channels, are available in HD. Catch-up remains in SD however.

Daniel Monaghan, Senior Vice President, Content and Programming, Paramount ANZ, said: “Over the past decade, 10 Play has met the demands of the market and our viewers, which has been reflected in our ability to evolve.

“Our extensive new library of Pluto TV FAST channels offers a world of entertainment for audiences but it’s also a premium, brand-safe environment for advertisers to connect with key demographics. We are extremely proud to be bringing more content than ever to Australians, and to provide unique, innovative and seamless integration opportunities across all our platforms for our clients.

“We would also like to thank our amazing team across all our brands and platforms for their incredible passion, hard work and creativity.”

To mark the 10th birthday 10 Play is giving away two tickets to the MTV EMAs in Paris. The prize includes return flights for two, accommodation for seven nights, plus spending money. Entries close October 15 2023.

Audiences are currently loving the line up on 10 Play with five of Australia’s top 15 series on commercial broadcast video on demand (BVOD) including Australian Survivor, The Bold and The Beautiful Fast-Tracked, MasterChef Australia, I’m A Celebrity… Get Me Out Of Here! and The Bachelors Australia.

Some of 10 Play’s biggest live streamed events include Oprah With Megan & Harry in 2021, this year’s MasterChef Australia Launch and MasterChef Australia – The Winner Announced, plus Australian Survivor Grand Finale – The Winner Announced 2023.

10 Play’s biggest shows of the decade include MasterChef Australia (1.24 million minutes viewed), Australian Survivor (1.05 million minutes viewed), The Bold And The Beautiful Fast-Tracked (1.02 million minutes viewed), I’m A Celebrity… Get Me Out Of Here! Australia, Neighbours, Have You Been Paying Attention?, and The Amazing Race Australia.

The launch of more than 50 Pluto TV Free-ad Supported (FAST) channels last month is offering a a re-invented digital viewing experiences for Australian audiences.

From legendary titles such as I Love Lucy, Happy Days, Dynasty, and Beverly Hills 90210, Pluto TV FAST channels provide content for all audiences across every generation, taste and age.

Audiences can enjoy the ultimate lean-back experience of premium, curated content spanning drama, kids, comedy, reality, talk-shows, TV series, movies and more, with iconic shows and franchises including MTV, Nickelodeon, South Park, Survivor, MasterChef and Mission Impossible to name just a few.

With the launch of Pluto TV FAST channels in a dedicated branded area – Live with Pluto TV – 10 Play achieved its biggest ever monthly reach in August of 2.52 million people, up 38% compared to its 2022 average, and live minutes viewed were up 114% to 27 million minutes.

Pluto TV FAST channels are built on an incredible experience in curated content and channels for specific audiences, as well as on a decade of insights gathered from delivering enhanced viewing experiences on 10 Play.

Paramount ANZ’s dedicated digital advertising teams combine these insights with a suite of innovative connected TV (CTV) ad products called Paramount Interactive, to meet audience and advertisers’ needs. Paramount Interactive is transforming CTV advertising with solutions such as AdSelector, Canvas Gallery, Interactive Overlay and Expander.