Nine's digital video streaming service 9Now has had more than one million sign-ups since it launched in February 2016.
Nine sales boss Michael Stephenson revealed the milestone at the AdNews Media Summit last week, suggesting there is immense value in TV advertising with catch up services at Channel Ten and Channel Nine pulling huge audiences.
In a broader statement to the media, he added: “We now have more than one million connected consumers through our single sign-in functionality and are well positioned to be able to serve addressable advertising live into the stream within 9Now. This is programmatic television.”
AdNews understands Nine will look to begin transacting programmtically by Q1 of 2017 with testing to begin later this year.
Nine’s chief digital and marketing officer Alex Parsons says more Australians are turning to catch-up and live streaming platforms at a staggering rate.
“For some formats we are seeing long-form growth close to 30% year-on-year, with a program such as Married at First Sight generating more than one million long-form video streams only weeks after the official broadcast of the final episode,” Parsons says.
The milestone coincides with 9Go!, 9Gem and 9Life being added to 9Now’s live TV streaming service, allowing Nine’s audience to access all four Nine Network channels.
Stephenson previously told AdNews HD lifestyle channel 9Life the “success story of this year”, launching in summer 2015 with stellar results.
“The addition of these three channels brings viewers closer to our programs than ever before, allowing consumers to access our content anytime, anywhere, on all devices,” says Parsons.
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