Introduction
9Now Driving Digital Growth for Nine Amid Challenging Media Market The Australian media giant Nine Entertainment Co. is increasingly relying on its Broadcast Video On Demand (BVOD) platform, 9Now, to underpin its commercial and audience growth strategies, according to the company’s recent financial reports and strategic announcements. Amid a broadly softer traditional television advertising market, 9Now has emerged as a critical driver of total audience engagement and a key platform for high-value data commercialisation, particularly ahead of major international sporting events. The digital streaming platform, which offers both live and on-demand content from Nine’s free-to-air channels, has become central to the Group's efforts to migrate audiences from linear broadcasting to a more measurable digital environment. Nine’s latest financial year (FY24) results underscored this shift, showing total live minutes watched on 9Now growing by 46 per cent year-on-year. This rapid expansion contrasts with overall downward trends in linear television viewership across the industry. This growth has been instrumental in repositioning Nine's overall revenue mix. The Group reported that approximately half of its revenue is now digitally sourced, demonstrating the strategic importance of platforms like 9Now and its subscription service stablemate, Stan. The success of 9Now in converting traditional viewers into logged-in digital users provides the foundation for Nine’s sophisticated data strategy, known as Audience+, which offers advertisers highly precise targeting capabilities.
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The Olympic Tentpole Strategy The platform’s strategic pivot is most evident in its preparations for the Paris 2024 Olympic and Paralympic Games. Nine Entertainment Co. secured the broadcasting rights for the next five Olympic cycles, positioning the Games as the biggest tentpole event to fuel 9Now’s user acquisition and technological deployment. For the Paris Games, 9Now plans an unprecedented digital offering. The platform will host approximately 40 individual live and on-demand channels, ensuring comprehensive coverage of every event and catering to niche sporting interests that are often overlooked by traditional linear broadcasts. This sheer volume of content is designed to encourage widespread sign-ups, which in turn feeds Nine's data pool. Media analysts view the Olympic strategy as a shrewd play to cement 9Now’s competitive lead in the fragmented BVOD market. "The Olympics represents a massive opportunity to attract greater user-level details via login mechanisms," noted one Sydney-based media buyer, speaking anonymously to discuss industry positioning. "Nine will be able to leverage that rich first-party data across their broader publishing and audio networks, significantly enhancing their commercial proposition.
" Enhancements and Ad Technology Beyond content acquisition, Nine has committed substantial investment to the platform’s technical architecture and user experience. Recent upgrades highlighted at the Nine Upfronts—the network’s annual advertising showcase—include the introduction of high-definition (HD) streaming, a 'Live Play on Open' feature that puts viewers straight into a full-screen live broadcast, and a 'Start Over' feature for programs already underway. However, the most significant innovations are occurring in the advertising technology space. Nine is actively integrating platforms like Snowflake and Tealium to allow brands and agencies to connect seamlessly with Nine's data network. Furthermore, the introduction of the new Nine Ad Manager platform, which utilises Artificial Intelligence (AI) to help small to medium-sized businesses (SMBs) create and buy video advertising on 9Now, signals a move towards democratising access to premium video inventory. Group executives have repeatedly stressed the unique advantage derived from their vast registered user base. According to the company’s annual report, this base is seen as a competitive edge: "As our business mix becomes more digital, the value we can extract from our substantial cross-platform signed-in user base will continue to grow and provides us with a unique competitive advantage. " This logged-in audience is essential for serving targeted, relevant advertising, which commands a premium price point compared to generic linear spots. The Competitive Outlook While 9Now is performing strongly, it operates within a highly competitive landscape dominated by global subscription video on-demand (SVOD) services like Netflix and Disney+, as well as local rivals Seven’s 7plus and Paramount-owned 10 Play.
The battleground for audiences and advertising dollars is intensifying, prompting 9Now to focus on reducing friction for users. Announcements regarding programming curation capabilities and the reduction of ad clutter on certain popular programmes signal that Nine is keenly aware of consumer expectations shaped by ad-free SVOD platforms. Media buyers suggest this is a necessary move. "The announcements around features like HD and reducing ad clutter on certain programming confirms they're looking to take on their SVOD/AVOD competitors by improving the core user experience," the analyst added. In summary, 9Now is no longer merely a catch-up service but the digital backbone of Nine Entertainment Co. 's future. By aggressively investing in high-value content, particularly live sport, and rapidly deploying advanced advertising technology, the platform is well-positioned to convert audience engagement into sustainable digital revenue, defining the Group's trajectory in a structurally transforming media sector.
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