10Play
- Company typePrivate
- Founded1964
- HeadquartersPyrmont, Australia
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What 10Play does
10Play is the free, ad-supported digital streaming platform of Network Ten Pty Limited, one of Australia's three major commercial free-to-air television broadcasters, founded in 1964 and headquartered in Pyrmont, Sydney. The platform delivers catch-up full episodes, 24/7 live TV channels (10, 10 Drama, 10 Comedy, Nickelodeon, and Pluto TV-integrated channels), and live sports coverage, including the Socceroos, Matildas, AFC Women's Asian Cup, UFC, Supercars, and NBL, alongside reality franchises such as MasterChef, Australian Survivor, The Amazing Race Australia, The Traitors, and I'm A Celebrity...Get Me Out Of Here!. Underlying technology is a multi-platform OTT stack: a web portal (10.com.au), native iOS and Android mobile apps, and connected TV applications on Samsung, LG, Hisense, Android TV, Apple TV, Fetch TV, Foxtel iQ, Freeview, and Xbox.
The business model is primarily advertising-funded: 10Play is free to Australian viewers and monetises audience attention through commercials embedded in linear broadcast and on-demand streams, with cross-promotion into the parent company's Paramount+ subscription service at $9.99/month (after a 7-day free trial) providing a secondary subscription revenue stream for the broader Paramount Australia entity. Distribution combines direct-to-consumer free-to-air broadcast, self-serve digital streaming, OEM/embedded CTV apps, and reseller relationships with Fetch TV, Foxtel, Freeview, and Paramount+. The audience is segmented horizontally across Reality TV Enthusiasts, Sports Fans, General Entertainment Viewers, and Families with Children, serving mass-market Australian demographics.
The company operates as a private subsidiary of the Paramount conglomerate, with 251–500 employees, and is closely integrated with Paramount's Australian streaming and content operations. Recent strategic emphasis has been on premium sports rights (notably a four-year, $200 million Supercars deal) and streaming audience growth, as linear overnight ratings continue to face structural decline.
10Play firmographics
Firmographics- Name
- 10Play
- Legal name
- Network Ten Pty Limited
- Website
- https://10play.com.au
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
10Play industry classification
Industry- Product category
- Free-to-Air Television and Streaming
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Broadcasting and Content Providers (516), Motion Picture and Video Industries (5121)
- SIC
- Cable & Other Pay Television Services (4841), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- OTT Platform CMS & Content Operations (Catalog, Scheduling, Workflows) (MPAHAJAA)
- akta.pro secondary industries
- Live Streaming & Low-Latency OTT Orchestration (LL-HLS, DASH, WebRTC) (MPAHAJAK), Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG), Sports OTT & League Pass Streaming Channels (MPABAHAJ)
Keywords
Where 10Play is headquartered
LocationHeadquarters
- HQ city
- Pyrmont
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
10Play business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Advertising Revenue: Network 10 operates as a free-to-air broadcaster generating primary revenue through television advertising. The network sells advertising spots during linear broadcasts and across its 10Play streaming platform, targeting the Australian viewing audience with commercial breaks during popular programming including reality shows, drama, sport, and lifestyle content.
- Paramount+ Subscription Revenue: Network 10 is part of Paramount Australia and New Zealand, with content cross-promoted on Paramount+. The streaming service offers a 7-day free trial for new subscribers, renewing at $9.99/month, providing subscription revenue to the broader corporate entity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free ad-supported streaming |
| Subscription | Monthly | Paramount+ subscription at $9.99/month |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
10Play product offering
Product offeringCore offering
10Play is a free ad-supported streaming platform operated by Network Ten Pty Limited that provides Australian consumers with on-demand access to full episodes of Network 10 TV shows, live TV channels, and on-demand sport and news content. The platform is accessible via web, mobile apps (iOS and Android), smart TVs, and streaming devices, generating primary revenue through advertising sold against both linear broadcast and digital streams.
Product overview
10Play (operated by Network Ten Pty Limited) is a free-to-access streaming platform that serves as the primary digital home of Network 10 in Australia. The platform operates as a unified product combining on-demand full-episode streaming (accessed via web, iOS/Android mobile apps, and connected TV apps on Apple TV, Samsung TV, Android TV, LG TV, Hisense, Fetch TV, Foxtel iQ, Freeview, and Xbox), live TV channels (via Pluto TV integration), and a TV guide. Content spans reality franchises (Australian Survivor, The Amazing Race Australia, MasterChef, The Traitors, I'm A Celebrity... Get Me Out Of Here!), comedy (Taskmaster, Have You Been Paying Attention?, The Cheap Seats), drama series (The Good Doctor, NCIS, NCIS: Sydney, Neighbours), kids programming, documentaries, and sport (Socceroos, Matildas, UFC). The platform is closely aligned with Paramount Plus, a Paramount-owned subscription tier, which is promoted alongside 10Play. 10 News and 10 Sport serve as branded content verticals within the platform.
Differentiator
Problem solved
Functional benefit
Brands
- 10Play: Free streaming platform offering full episodes of Network 10 TV shows
- 10 Drama
- 10 Comedy
- 10 News
- 10 Sport
Products and services
- 10Play Streaming Platform Network Ten's free ad-supported streaming platform providing Australian consumers with on-demand access to full episodes of Network 10 TV shows, live TV channels, a TV guide, and on-demand sport and news content. Accessible via web browsers, native iOS and Android apps, and connected TV apps on Apple TV, Samsung TV, Android TV, LG TV, Hisense, Fetch TV, Foxtel iQ, Freeview, and Xbox.
- 10 News Network 10's branded news content vertical offering national and Sydney local news coverage, available through the 10Play streaming platform.
- 10 Sport Network 10's branded sports content vertical covering football (Socceroos, Matildas, AFC Women's Asian Cup), UFC, Supercars Championship, and other sports, providing live and on-demand coverage through the 10Play platform.
Companies that use 10Play
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
10Play technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
10Play partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Paramount+coreNetwork 10 has a strategic partnership with Paramount+ for content cross-promotion and distribution. The platforms link to each other, with 10 content available on Paramount+ and Paramount+ subscriptions promoted on 10Play. Paramount+ offers a 7-day free trial for new subscribers at $9.99/month.
- Fetch TVminorFetch TV carries 10Play streaming content through its Fetch TV set-top box and streaming service, allowing subscribers to access Network 10 content through the Fetch platform.
- FoxtelminorFoxtel iQ provides access to 10Play content through the Foxtel platform, extending Network 10's reach to Foxtel subscribers.
- FreeviewminorFreeview is a partner for digital terrestrial television distribution, providing access to Network 10's free-to-air broadcast signal across Australia.
- Samsung, LG, Hisense (Smart TV Manufacturers)minor10Play apps are available on Samsung Smart TVs, LG Smart TVs, and Hisense Smart TVs, allowing viewers to stream Network 10 content directly through their television sets.
- Apple TV, Xbox (Streaming Devices)minor10Play apps are available on Apple TV and Xbox streaming devices, enabling viewers to access Network 10 content through these platforms.
- AFC (Asian Football Confederation)coreNetwork 10 holds broadcast rights for AFC competitions including the AFC Women's Asian Cup, covering the Matildas (Australia's women's national football team) matches and tournament coverage. The broadcaster reports record streaming audiences for football during the tournament.
- Supercars ChampionshipcoreNetwork 10 broadcasts the Supercars Championship, with one round shown live on Network 10 under a new broadcast deal valued at $200 million over four years. The deal emphasizes streaming platforms and ensures live, ad-free coverage on Foxtel and Kayo Sports.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
10Play competitors and assessment
Company assessmentDirect peers
- Pluto TV: Pluto TV is the global FAST (free ad-supported streaming TV) platform also owned by Paramount and integrated with 10Play as its live TV provider. It competes in the same free ad-supported streaming category and is also a distribution partner.
- ABC iview: ABC iview is the public broadcaster's free streaming service in Australia, providing ad-light catch-up and live streaming. It overlaps directly with 10Play on news, drama, and lifestyle content for the same Australian household audience.
- SBS On Demand: SBS On Demand is Australia's multicultural public broadcaster streaming platform. It competes with 10Play for free streaming share in Australia, particularly in multilingual content, news, and selected sports (cycling, football).
- Stan (Nine-owned): Stan is Australia's leading local subscription streaming service, now owned by Nine. It is a direct competitor to the Paramount+ tier that 10Play funnels viewers into, competing for the same premium-content Australian subscriber wallet.
- 7plus (Seven Network): 7plus is the free ad-supported streaming platform of the Seven Network, Australia's other major commercial FTA broadcaster. It is the most direct competitor to 10Play, offering the same hybrid linear-plus-streaming model, the same Australian audience, and a similar sports/news/reality content mix.
- 9Now (Nine Network): 9Now is the streaming arm of the Nine Network, Australia's third major commercial FTA broadcaster. It competes head-to-head with 10Play for Australian audiences across live TV streaming, catch-up, news, and sports rights (including NRL and cricket).
Broad incumbents
- Paramount+: Paramount+ is the global subscription streaming service operated by 10Play's parent company. It is closely integrated with 10Play via cross-promotion and shares content libraries, making it both an upstream partner and an adjacent competitor in Australia.
Emerging players
- Kayo Sports: Kayo Sports is Australia's leading subscription sports streaming service, competing with 10Play's free sports coverage (Matildas, Socceroos, Supercars, UFC). It overlaps on sports rights and live event streaming for the Australian sports audience.
Regional players
- ITV Hub / ITVX (UK): ITVX is the free ad-supported streaming platform of ITV, the UK's largest commercial broadcaster. While operating in a different geography, it is structurally analogous to 10Play: a commercial FTA broadcaster's streaming hub with ad-supported on-demand, live channels, and entertainment/sports content.
- Foxtel / Foxtel iQ: Foxtel is Australia's incumbent pay-TV operator and a partner/distributor for 10Play via Foxtel iQ. It also competes indirectly through its bundled sports and entertainment packages, including Kayo and Binge.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
10Play social profiles
Digital presence10Play financial estimates
Financial estimateRevenue estimate
Valuation estimate
10Play leadership team
Management profileNumber of profiles
10Play funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
10Play M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 10Play
What does 10Play do?
10Play is a free ad-supported streaming platform operated by Network Ten Pty Limited that provides Australian consumers with on-demand access to full episodes of Network 10 TV shows, live TV channels, and on-demand sport and news content. The platform is accessible via web, mobile apps (iOS and Android), smart TVs, and streaming devices, generating primary revenue through advertising sold against both linear broadcast and digital streams.
Is 10Play a public or private company?
10Play is a private company. It is classified as corporate owned and is currently operating.
When was 10Play founded?
10Play was founded in 1964. It employs 251 to 500 people.
Where is 10Play based?
10Play is headquartered in Pyrmont, Australia, in the Oceania region.
How does 10Play make money?
Two revenue lines are on record. Advertising Revenue is the primary driver. The others are paramount+ Subscription Revenue.
Who are 10Play's main competitors?
Direct peers on record are Pluto TV, ABC iview, SBS On Demand, Stan (Nine-owned), 7plus (Seven Network) and 9Now (Nine Network). Paramount+ is listed as a broad incumbent. Kayo Sports is listed as an emerging player. Regional players are ITV Hub / ITVX (UK) and Foxtel / Foxtel iQ.
Does 10Play have an API?
No public API is recorded for 10Play.
What industry is 10Play in?
10Play's product category is Free-to-Air Television and Streaming. Its primary akta.pro industry code is MPAHAJAA, OTT Platform CMS & Content Operations (Catalog, Scheduling, Workflows), with a secondary code of MPAHAJAK, Live Streaming & Low-Latency OTT Orchestration (LL-HLS, DASH, WebRTC). Its NAICS code is 5162 and its SIC code is 4841.