Network 10 have launched their subscription video on demand (SVOD) for a monthly cost of $9.99 AUD. The 10 All Access platform allows users to access more than 7000 commercial free episodes of CBS content across three screens simultaneously. This offering also allows access to exclusive original series, current and previous seasons of select CBS and Ten shows, and the ability to live stream CBSN, CBS News’ 24/7 streaming news service. The Australian localised version of CBS All Access Platform is more affordable, comparing to $9.99 USD, with a second package option for a “limited commercials” at $5.99 USD. Network 10 will use membership data obtained through SVOD and support their clients in the broader Ten data ecosystem. Further to this, member data will be used to engage with Ten users across other platforms such as 10Play and 10Daily and provide the user with content of interest.
The TMS Take
SVOD has exploded over the past few years evidenced by the most recent entrant Kayo Sports on Foxtel (live sport streaming) and Disney expected to launch in 2019 – bringing the total number to 32 SVOD/Internet/Sub TV Players in Australia.
This has been fuelled by the growth of subscriptions as consumers continue to support SVOD alongside Pay TV and are happy to pay for additional exclusive and unique content. Netflix and Stan have experienced growth of over 25% in the last year growing to 10m users and 1m users respectively (June RMR 2018) despite Foxtel declining by 2.7%.
Against this backdrop exclusive CBS tentpole programming will need to act as a draw card to attract audiences to their platform. Slated are CBS’ fast tracked new series Happy Together and Neighbourhood. Both will appeal to comedy series enthusiasts whilst original series, like Tell Me a Story, Strange Angel and One Dollar (which are all currently on air in the US in their first season) will appeal to dark drama and crime enthusiasts.
Kate Ainslie