Market Update

Market Update

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As we head into Q4, we’re excited to be welcoming the final shows in our strong programming and content slate for 2023 and showing you a glimpse of what lies ahead for 2024 on 10 and 10 Play. 

The Amazing Race: Celebrity Edition is ready and raring to go launching this week. Set against the stunning backdrops of India, Malaysia, Cambodia and Borneo, Beau Ryan puts 11 celebrity racers and their loved ones through the ringer. From former Wiggle Emma Watkins to musician Ben Gillies, “it girl” Bec Judd, TV royalty Grant Denyer and Survivor’s George Mladenov, the cast is absolutely stacked, so buckle up because we’re in for a wild ride as these famous faces, sweat, panic and vie for $100,000 for their chosen charity, and of course bragging rights.  

The debut of the delicious Dessert Masters is coming soon so stay tuned as the announcement for our broadcast date is imminent. Melissa Leong and Amaury Guichon will taste their way through what will be some of the most inventive and irresistible desserts Australia has ever seen. We’ll see 10 seriously sweet chefs battle it out to be the nation’s first Dessert Master and bake their way to $100,000. This show is going to be a sweet treat for sponsors and brands that extends our successful MasterChef Australia world.  

Get set to swoon when The Bachelors premieres in Q4 with the most romantic season yet filmed on location in Melbourne, the cosmopolitan heart of Australia. Expect to see aspirational dates that showcase all the character and charisma that Australia’s culture capital has to offer as it plays host and ultimate matchmaker this season. Follow our soon-to-be-smitten suitors, Wesley Senna Cortes, Ben Waddell and Luke Bateman, as they search for the one.  

And in sport, the fans and passion for football continues to build as we prepare for the next Matildas match up with the Olympic qualifiers starting October 26 on Network 10 and Paramount+. We’re very proud to be the home of football in Australia and are gearing up for the start of the Liberty A-Leagues on October 14. Our home-grown league is truly world-class and a clear a talent pipeline for our elite sportsmen and women to don the green and gold as Matildas and Socceroos.  

This exciting fourth quarter of premium content builds on strong successes in Q3 with comedy a clear audience favourite. Thank God You’re Here is 10’s #1 regular program of the year with a national total audience of 932,000, growing 46% with BVOD and 7 Day audiences. It consistently won its timeslot in the key demos showing under 50s love to laugh. The answer to Have You Been Paying Attention? is yes, with under 50s attentive to this hilarious show. It’s the #1 Monday night 8.30pm show and has a national total audience of 930,000 laughing along each week. Also on Monday, is everyone’s favourite guessing game, The Masked Singer that launched to 982,000 for the first reveal. And Gogglebox keeps the giggles going with a national total audience of 758,000, up 8% on the first half of 2023. 

And not only are our shows performing well, but so are our channels and platforms. In August 10 Play had its biggest monthly reach ever recorded in the VOZ dataset with 2.52 million people, up 38% on August 2022, and 1.08 million people only watched content on 10 Play. Combined with broadcast TV, 10 reached an outstanding 15.5 million people in August. And in September 10 Play turned 10, a milestone in a record year that has seen registered users climb to 7.1 million, up 59% over the past two years, and viewing is up 21% compared with 2022. Our Live TV With Pluto TV user experience was launched on 10 Play at the end of August, featuring 51 FAST channels and lifting FAST channel viewing by 70% compared to the month prior. 

Plus, the rebrand of 10 Shake to Nickelodeon continues to climb, up 14% in prime time since its launch on 1 August, up 45% in daytime and the #1 commercial multi-channel in kids 0-12 in daytime with a 59% share of commercial TV kids channel viewing. Our reduced ad load on this channel is certainly a win for parents and kids, but it’s also a unique selling point in the market, enhancing the experience for our viewers and reducing the clutter for our advertisers, giving them even greater cut-through on this channel. 

And we’re also looking ahead to 2024 with the exciting announcement of Gladiators that will offer appointment co-viewing for families as they watch this ultimate test of speed and strength with just a dash of comedy. Gladiators is big, brash, bold and noisy, offering alternative summer entertainment for Australian families. And we cannot wait to reveal our reimagined version of this 90s cult classic.  

Our series of intimate 2024 Upfront presentations begin in late October and will tour the country. The series echoes the style of our parent company Paramount in the USA, with tailored sessions to smaller groups. We’re thrilled to show our valued clients, agencies and partners what’s in store for 2024 and showcase our mountain of entertainment and world of opportunities for across our diverse content ecosystem. 

Rod Prosser 

Chief Sales Officer, Paramount ANZ 

Source: OzTAM, Regional TAM, OzTAM National VPM, Virtual Australia, When Watched, National Total Audience is 7 Day Metro + Regional TV + Live Stream + 7 Day BVOD, Nickelodeon 6am-6pm 

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