July 2025

9Now: Australia’s Number 1 BVOD Platform

Today’s television is live, live streaming and on demand. With a combination of new, innovative solutions, underpinned by our 15 million signed in users, and Australia’s most loved premium content that consistently captivates high-value audiences, 9Now is at the forefront of the digital television evolution.

For consistency, value and simplicity, trust 9Now

9Now is leading the Broadcast Video on Demand category in reach of total audience and the key advertising demographics. Plus, we're growing exponentially.

All this, with a strategy in place to further expand our platform's distribution this year, makes for a marketing powerhouse for brands.

Capturing more Aussies than ever,
9Now is a destination in its own right

BVOD Share - Total People

Over

Viewers reached every month; up 9% compared to the same period of last year

Live streaming growth year-on-year

Source: BVOD Total, 5 City Metro, 2am-2am, H1 2025. TVMAP VOZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL, Nine Content, 01/01/2025 -30/06/2025 v STLY, Total People, Total Minutes Viewed, Cumulative Reach, BVOD Total (reach), BVOD Live (Live streaming growth), When Watched.

Big TV moments reinvented, right here on Nine

Married at First Sight brings everyone together

Season 12 highlights

Total BVOD reach

+13.1% increase year-on-year

BVOD audience in 27 out of 40 episodes

Source: TVMAP VOZ Program Analyser, OzTAM VOZ Data 5.9, National (inc Spill) & Markets (excl Spill), Total People & Multiple Demos, Nine Only, Total TV, Overnight. Source: TV MAP OZ Analyser, VOZ Data 5.0 © OzTAM Pty Limited [2023], NATIONAL,01/01/24 - 30/04/24, S-S 0200-2559, Network Nine & Affiliates, Total TV, TV, BVOD, Cumulative Reach by month, When Watched Basis. Roy Morgan Research; people 18+ for the 12 months ending March 2024. OzTAM Live + VOD VPM, CFTA Only & CFTA+SBS+FOXTEL, Weeks 1-20 2024, metric; minutes, includes covieiwng on connected tv devices. Total Nine Publishing = nine.com.au, AFR, SMH and The Age (Print & Digital), Brisbane Times, WA Today, Good Weekend VIC & NSW, Sunday Life VIC & NSW, AFR Magazine, Fin! Horse Racing Fans = Watched any Horse Racing (Reg or Occasionally)

Australia's largest sporting rivalry

BVOD average audience - 2025 Men's series

+23% year-on-year

Men's SOO Game 3:
Highest BVOD audience of all time

Source: TVMAP VOZ Analyser & TVMAP VOZ Program Analyser, OzTAM VOZ Data 5.9, Nine Only, National (inc Spill) & Markets (excl Spill), 2025 & 2024 State of Origin, Total TV, When Watched (Cume Reach), Overnight (Match specific Audience, Reach and Minutes).

Unlock a bigger, smarter, faster streaming partner in 2025

FAST channels and FAST ads

New future focused data products

Unlock the potential of AI

Engagement is the priority

Non-stop content that audiences cannot get enough of.

Drive targeted awareness at scale and drive brand consideration, get your content in front of the right eyes.

Use AI to generate up to 10,000 different creative versions of your ad, to deliver tailored messages to viewers at scale across age, gender, postcode, life stage and intenders segments.

Tap in to relatable cultural moments, targeting authenticated and addressable audiences with impactful executions that are big, bold and balanced.

Our digital solutions are leading the way

Streaming into a bigger, smarter and faster future

Australia's most loved content belongs here

9Now is a streaming first destination designed for audiences to immerse themselves in their most loved programs anywhere, anytime, on the device of their choosing. Across a world of news, sport and entertainment, 9Now features the most recognised content and biggest live events, both locally and internationally produced.

Your story could be told to millions of actively engaged streamers, alongside the country’s biggest marketing moments in 2025.

Explore our brands

For consistency, value and simplicity, trust 9Now.

Send us an enquiry or talk to your Nine representative today for a tailored response.

Consumer Pulse July 2025

WHAT'S HOT AND WHAT'S NOT

The national mood saw a slight dip; Most people plan to travel in the coming year; People choose to DIY their trips and word of mouth is the top trusted source of information; Location drives travel destination choices are all fuelling opinions and conversations this month.

Overhead view of young Asian woman sitting on the floor in her bedroom, packing a suitcase for a trip. Getting ready for a vacation. Traveller's accessories. Travel and vacation concept

4-7 July, 2025

Inside this month’s Consumer Pulse dip

Teenager getting an advice from a psychotherapist

Mood of the Nation >

Group of retired friends looking at a map outdoors in a city setting

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood saw a slight dip in July 2025, back to a higher net negative mood. Australians are feeling more anxious and frustrated in the current times. Overall, net negative emotions are ahead of positive emotions.

NOTE: For the best viewing experience on mobile, please view landscape.

Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top 4 feelings are positive, with calm, hopeful, relaxed and optimistic topping the list this month. Feeling anxious, stressed and frustrated are the next most dominant moods this month.

NOTE: For the best viewing experience on mobile, please view landscape.

Conversation Starters

Travel Plans

plan to travel in the next 12 months

Most people plan to travel in the coming year

Among Nine's audience, 7 in 10 plan to travel in the next 12 months. Of those travellers, 27% are considering international travel, 35% are looking at domestic travel, and a significant 38% intend to do both.

For domestic travel, over half of individuals expect to take 1 or 2 trips. When it comes to spending, almost 4 in 10 plan to allocate between $2,000 and $5,000 for the trip.

Turning to international travel intenders, nearly 9 in 10 anticipate taking 1 or 2 trips in the coming year. For these journeys, almost half of them plan to spend $9,000+ for the trip.

Mature mother and adult daughter strolling around a traditional old town in Majorca Spain.

BRAND CONSIDERATION

Given 70% of Nine's audience plan to travel in the next 12 months, this indicates a strong readiness to book. Brands should ensure seamless booking experiences, loyalty programs that reward diverse travel, and versatility for different trip types and budgets.

planning trips

prefer to plan and book their trips themselves

People choose to DIY their trips and word of mouth is the top trusted source of information

Among Nine's audience, almost 8 in 10 prefer to plan and book their trips themselves.

When it comes to trusted information for travel planning, the top 3 sources are: word of mouth (62%), online reviews (51%), and websites such as Traveller (49%).

Interestingly, trust in these sources varies by age. Those under 65 tend to trust word of mouth (64% vs. 56% for 65+), online reviews (54% vs. 40%) and online news websites (31% vs. 23%) more than the 65+ age group. Conversely, the 65+ group shows higher trust in print newspapers (30% vs. 26% for under 65s).

BRAND CONSIDERATION

Empower Nine's DIY travel planners with authentic content, leveraging online reviews and news sites for under 65s, while also considering print for the 65+ demographic's higher trust.

Heterosexual Couple Planning A Vacation Together Using Laptop

Main Considerations for Travellers

believe location is the main factor when choosing a travel destination

Location drives travel destination choices

Among Nine's audience, 8 in 10 believe location is the main factor when choosing a travel destination. This is followed by accommodation (41%) and the price of airfare (40%).

The cost of living has had the largest impact on travel decisions for 38% of the audience. This concern is even higher among the under-65 age group (42%) compared to those 65 and over.

Conversely, the 65+ age group has greater concerns around political climate and regional safety (32%) than those under 65 (23%).

BRAND CONSIDERATION

Brands should prominently highlight unique and appealing travel destinations in their messaging to capture initial audience interest and drive destination-specific consideration.

People crossing the street near Times Square, Manhattan, New York City, USA

June Data

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State of the Nation with Tory Maguire

Nine Publishing

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Tory Maguire - Managing Director, Publishing

Our unwavering commitment to truth, accuracy and integrity ensures we deliver balanced, trustworthy journalism that holds the powerful to account. We prioritise stories that matter over those that simply drive traffic, delivering commercial outcomes with integrity. Journalism is both our responsibility and our privilege - one that earns the trust of our audiences every day.

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Month: July 2025

9Now: Australia’s Number 1 BVOD Platform

Consumer Pulse July 2025

July 2025

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

Dominant mood indicators

Conversation Starters

Want to know more?

Tell your story in and around the content we know consumers are engaging with most

State of the Nation with Tory Maguire

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