10 Is Australia’s Youngest Network In 2023 – 10 Play Is Australia’s Fastest Growing BVOD Platform Achieving Its Biggest Year Yet.
- Network 10 is the youngest Australian free-to-air network.
- 10 is home to the most-watched entertainment shows in younger audiences.
- 10 Play is Australia’s fastest growing BVOD platform, up 25% year-on-year.
- Nickelodeon is TV’s fastest growing commercial channel.
- Nine of the top 15 entertainment shows in under 50s.
- Nine of the top 15 entertainment shows in 16 to 39s.
- Eight of the top 15 entertainment shows in 25 to 54s.
- Four of Australia’s top five comedy shows.
- Have You Been Paying Attention? #1 8.30pm show.
- Gogglebox #2 8.30pm show.
- Thank God You’re Here TV’s biggest comedy launch since 2019.
10 remains Australia’s youngest network in 2023, with an average viewer age up to six years younger than its competitors. Not only is 10 the richest network in key advertising demographics, under 50s, 25 to 54s and 16 to 39s, but 43% of its audience are 25 to 54, compared to 31% for its competitors.
10 knows how to entertain and engage the younger demographics, boasting the most entertainment shows in the top 15 for under 50s, 25 to 54s and 16 to 39s thanks to Thank God You’re Here, Australian Survivor, Have You Been Paying Attention?, Hunted, I’m A Celebrity… Get Me Out Of Here! Australia, The Amazing Race Australia, Gogglebox, MasterChef Australia, The Masked Singer Australia, and The Bachelors Australia.
10 is also home to four of the five most popular comedies on Australian television; Have You Been Paying Attention?, Thank God You’re Here, Gogglebox Australia and The Cheap Seats.
No-one captures audiences quite like Have You Been Paying Attention? and Gogglebox, Australia’s #1 and #2 8.30pm shows. 10’s other timeslot winners in younger audiences include Thank God You’re Here, MasterChef Australia, I’m A Celebrity… Get Me Out Of Here! Australia, Hunted, The Amazing Race Australia, Dessert Masters and The Cheap Seats.
The CommBank Matildas have celebrated a record-breaking year on screens, including on 10 and 10 Play. After the CommBank Matildas’ FIFA Women’s World Cup 2023 campaign, audiences on 10, 10 Bold and 10 Play lifted 294% year-on-year to record highs.
Together, the Subway Socceroos and CommBank Matildas matches have reached 7.52 million Australians in 2023. In 2024, the Subways Socceroos kick start the year with the Asian Cup in January and February, before the CommBank Matildas take on Uzbekistan in the final must-win stage to secure their spot in the 2024 Olympics.
The 2023 Melbourne Cup Carnival reached 4.5 million Australians on 10 and 10 Play.
The Formula 1® Rolex® Australian Grand Prix 2023 reached 3.6 million Australians on 10 and 10 Play across the round. The race itself had a national total audience of 732,000 and finished #1 in its timeslot, laps ahead of the competition, with a 45.5% commercial share.
The A-League is setting digital viewing records. Viewing on 10 Play of the Liberty A-League Women is up 169% on the 2021/22 season average to record highs, and the Isuzu UTE A-League Men is up 23% on the 2021/22 season average. The A-League has reached 5.4 million Australians on Network 10 and 10 Play in 2023.
10 Play is achieving its biggest year yet. It is Australia’s fastest growing broadcast video on demand platform, up 25% on 2022, with its members increasing by over 1 million to 7.3 million.
Since the addition of Pluto TV FAST channels on August 31, 10 Play’s daily FAST viewing has increased by 237%. 10 Play’s FAST viewers are younger – 75% are 18 to 54, compared to a 62% average for commercial BVOD.
10 Play reaches over 2.5 million Australians every single month, and monthly reach has grown 20% on 2022. 10 Play is a bigger part of total audiences in 2023, representing up to 25% of total audience for key shows like The Bachelors Australia.
Nickelodeon joined the Network 10 family of free-to-air channels on August 1, and is TV’s fastest growing commercial channel. Since its launch, prime time audience has grown 14% and daytime audience has grown 41%, year-on-year. It is the #1 commercial multi-channel in kids in daytime.
Daniel Monaghan, SVP Content and Programming, Paramount Australia, said:
“10’s strength is in our premium entertainment which engages younger audiences. Whether that’s comedy, reality, new concepts, fan favourites or existing shows, we give younger audiences entertainment to escape the everyday. And the results prove it with 10 having more of the top entertainment programs in under 50s, 25 to 54s and 16 to 39s than our competitors.
“10 delivers the LOLs with comedy shows like Thank God You’re Here, Have You Been Paying Attention?, Gogglebox, The Cheap Seats and Taskmaster. We dish up superfans with MasterChef Australia and Australian Survivor. We take families to the jungle with I’m A Celebrity… Get Me Out Of Here! or let them settle into the couch with Gogglebox.
“And we also have the youngest news and current affairs show on TV with The Project that will return in 2024 with Sarah Harris, Waleed Aly and Sam Taunton at the helm. Next year, our news audiences will continue to grow with Afternoon and Late-Night national bulletins joining 10 News First and Midday. Our team of award-winning journalists and nationally established presenters, already reach over 6 million Australians every month so we’re excited to build on our news and current affairs content.
“And we can’t wait to deliver more new entertainment in 2024 with Gladiators offering the perfect alternative to sport this summer, Deal or No Deal shaking up the early evening line up, and Ready, Steady Cook heating up Friday nights.
“But 2023 is not over by any stretch so settle in and swoon over our new season of The Bachelors and watch all the thrilling football action with Isuzu UTE A-League and Liberty A-League matches as well as more Subway Socceroos World Cup qualifiers.”
Rod Prosser, Chief Sales Officer, Paramount Australia, said:
“We’ve seen strong success for 10 in 2023 with our multi-platform strategy delivering results.
“10 Play has had its biggest year ever, up 25% on 2022, and is Australia’s fastest growing BVOD with over 7 million members and rising. The launch of Live TV With Pluto TV on 10 Play with more than 50 channels saw daily FAST viewing grow by an incredible 237%. We’ve also seen younger audiences attracted to the mountain of content on 10 Play FAST channels – 75% of FAST viewers are 18 to 54 years old, compared to a lesser average of 62% for other commercial platforms.
“And we’re tapping into this digital audience with market-leading digital ad products such as dynamic video capabilities delivering personalisation at scale, interactive and immersive ad experiences, and proof of performance solutions meeting the market’s need to deliver results-driven campaigns.
“We’re offering the market unparalleled Total TV advertising opportunities as our premium, brand-safe content across linear and BVOD continues to connect with younger, more engaged viewers than our competitors.
“In 2023, 10 delivered the most-watched entertainment and comedy shows in younger audiences, plus global sports played on the local stage that connected with hard-to-reach audiences. Our broadcast of the Melbourne Cup Carnival reached 4.5 million viewers, Formula 1 Australian Grand Prix reached 3.6 million Australians and so far, the A-League has reached an audience of 5.4 million.
“But we’re not done yet with 2023. We program premium content 52 weeks of the year, unlocking key commercial opportunities for advertisers over Christmas, New Year and Back to School. So, we’re going to continue to deliver results for our valued clients, sponsors and partners over summer and can’t wait for our refreshed line up in 2024 to kick off with Gladiators, ready to shake up family co-viewing.”
2023 Audience Insights.
10 Play’s BIGGEST year yet:
- Australia’s fastest growing BVOD platform.
- Minutes viewed up 25% on 2022.
- Over 2.5 million Australians reached monthly, up 20% on 2022.
- 237% growth in daily FAST viewing since the launch of Live with Pluto TV FAST channels on 31 August.
- 10 Play’s FAST viewers are younger – 75% are 18 to 54, compared to a 62% average for commercial BVOD.
Have You Been Paying Attention?
- TV’s biggest 8:30pm program.
- 931,000 total national viewers.
- #1 in its timeslot.
- #1 in its timeslot in under 50s, 25 to 54s and 16 to 39s.
- #3 entertainment show in 16 to 39s, #4 in 25 to 54s.
- Biggest audiences ever on 10 Play.
- 88,000 viewers on 10 Play, up 10% year-on-year.
Thank God You’re Here
- TV’s biggest comedy launch since 2019.
- 926,000 total national viewers.
- #2 entertainment show in 16 to 39s, #3 in 25 to 54s and under 50s.
- #1 in its timeslot.
- #1 in its timeslot in under 50s, 25 to 54s and 16 to 39s.
- 126,000 BVOD viewers.
- 10 Play’s #3 show of the year.
Australian Survivor
- 10 Play’s #1 show of the year.
- 894,000 total national viewers.
- Up 2% year-on-year.
- #5 entertainment show in under 50s, 25 to 54s and 16 to 39s.
- #2 in its timeslot.
- Biggest audiences ever on 10 Play.
- 189,000 viewers on 10 Play, up 24% year-on-year.
I’m A Celebrity… Get Me Out Of Here! Australia
- 807,000 total national viewers.
- #1 in its timeslot in 25 to 54s.
- Lifted 10’s timeslot audience 14% year-on-year.
- #8 entertainment show in under 50s, #10 in 25 to 54s and #12 in 16 to 39s.
- Biggest audiences ever on 10 Play.
- 121,000 viewers on 10 Play, up 36% year-on-year.
MasterChef Australia
- 805,000 national total audience.
- #1 in its timeslot in 25 to 54s.
- #11 entertainment show in 16 to 39s, #12 in 25 to 54s and #14 in under 50s.
- Biggest audiences ever on 10 Play.
- 110,000 viewers on 10 Play, up 24% year-on-year.
Celebrity Gogglebox
- 795,000 total national viewers.
- #1 in its timeslot.
- #1 in its timeslot in under 50s, 25 to 54s and 16 to 39s.
- 37,000 viewers on 10 Play.
Hunted
- 784,000 total national viewers.
- Launched to 980,000 total national viewers.
- #1 in its timeslot.
- #1 in its timeslot in under 50s, 25 to 54s and 16 to 39s.
- #7 entertainment show in 16 to 39s, 25 to 54s and under 50s.
- 112,000 viewers on 10 Play.
Gogglebox
- 755,000 total national viewers.
- #2 8.30pm show.
- #1 in its timeslot.
- #1 in its timeslot in under 50s, 25 to 54s and 16 to 39s.
- #9 entertainment show in 16 to 39s and 25 to 54s, #12 in under 50s.
- Biggest audiences ever on 10 Play.
Dessert Masters
- 746,000 total national viewers.
- #1 in its timeslot in under 50s, 25 to 54s and 16 to 39s.
- 106,000 viewers on 10 Play.
The Amazing Race Australia
- 745,000 total national viewers.
- Up 20% year-on-year.
- #1 in its timeslot in under 50s, 25 to 54s and 16 to 39s.
- #11 entertainment show in 25 to 54s and under 50s, #14 in 16 to 39s.
- Biggest audiences ever on 10 Play.
- 115,000 viewers on 10 Play, up 44% year-on-year.
The Masked Singer Australia
- 695,000 total national viewers.
- #2 in its timeslot in under 50s.
- Biggest audiences ever on 10 Play.
- 83,000 viewers on 10 Play, up 1% year-on-year.
The Bachelors Australia
- #1 commercial show on BVOD during its run.
- 10 Play’s #2 show of the year.
- 605,000 total national viewers.
- #1 entertainment show during its run in under 50s, 25 to 54s and 16 to 39s.
- #13 entertainment show of the year in 16 to 39s.
- #2 in its timeslot.
- #2 in its timeslot in under 50s, 25 to 54s and 16 to 39s.
- 153,000 viewers on 10 Play, up 13% year-on-year.
The Cheap Seats
- 520,000 total national viewers.
- #1 in its timeslot.
- #1 in its timeslot in under 50s, 25 to 54s and 16 to 39s.
- 30%+ commercial shares in all key demos.
- Biggest audiences ever on 10 Play.
- 32,000 viewers on 10 Play, up 10% year-on-year.
Finishing off 10’s mountain of entertainment in 2023 is season 11 of The Bachelors Australia on 10 and 10 Play. Kicking off a summer of family entertainment in 2024 is Gladiators, plus season two of Taskmaster Australia.
Media Release – Paramount
10 Is Australia’s Youngest Network In 2023
Link to 10 Play HERE
TV Central 10 content HERE
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