9Now is a video on demand, catch-up TV service run by the Nine Network in Australia. The service launched on 27 January 2016, replacing Nine's previous service 9Jumpin. 9Now offers online live streaming of Channel Nine, 9Gem, 9Go! and 9Life, as well as live news via 9news.com.au.[1][2]

The current 9Now home page design, introduced in 2016.
Developer(s)Nine Network
Initial release27 January 2016
PlatformWeb platform, Android, iOS, smart television
Available inEnglish
TypeCatch up, live streaming

in 2016, 9Now was at the centre of a legal challenge by then Nine regional television partner WIN Television, which helped contribute to an affiliation swaps for Nine and competitor Network Ten.

Since its launch, 9Now has been the Australian market leader in asking consumers to provide their details in order to view its content. As of January 2019, Nine claims to have more than 7m signups to its platform.[3]


2010–2013: FIXPlay

On 12 April 2010, as a part of its online entertainment brand TheFIX, the Ninemsn Company released FIXPlay, an online video on demand catch-up TV service for the Nine Network, incorporating locally produced programs from Nine and GO! along with back-catalogue content from local and international distributors.[4][5] FIXPlay became the second catch-up TV service released by a commercial Australian network, the first being PLUS7 from Yahoo7 and the Seven Network.

2012–2013: Jump-in

On 26 July 2012, Nine released Jump-in, a trial social television app on iPhone and iPad for its coverage of the 2012 Summer Olympic Games. The app allowed users to view information on the television broadcast, set reminders and comment on events, view the full Olympic schedule, latest medal tally, event results, news coverage and other video highlights.[6] After its success throughout the Olympics, Jump-in was commercially launched on 4 February 2013 as an interactive television app that allowed viewers a behind-the-scenes insight into select television series, voting and posting live comments on select television series (that would appear on-screen), and entering competitions.[7]

2013–2016: 9Jumpin

On 8 November 2013, FIXPlay was merged into Jump-in, later renamed to 9Jumpin in May 2014, integrating catch-up TV with interactive social media.[8] The app's original interactive TV features were integrated into its new website, while new catch-up content was now available on mobile devices. The 9Jumpin website was closed on 28 January 2016, one day after the silent launch of 9Now.

2016–present: 9Now

In October 2015, with the upcoming launch of 9Life and relaunch of 9HD and looming network-wide rebrand, Nine announced that 9Jumpin would be replaced with an entirely new service called 9Now. Pete Wiltshire, chief revenue officer of Nine Entertainment Co., stated that "[9Jumpin] was never designed to be streaming product and it isn't" and announced that the purpose-built 9Now service will replace 9Jumpin as Nine's on-demand catch-up TV service with a wider range of content, while also delivering live streaming of Nine, 9Gem, 9Go! and 9Life.[9] 9Now was described as "a premium destination for live streaming, catch-up and on-demand content for all of the Nine Network's linear channels".[1] The 9Now website and app were launched on 27 January 2016 along with live streaming for Nine, with live streaming for the multichannels to launch on a later date.[10][11] However, unlike competitors 7plus, ABC iview, SBS on Demand, 10play and 10 All Access, 9Now requires users to create an account before allowing access to catch-up content and live streaming.[2] Livestreams for 9Go!, 9Gem and 9Life were launched on 17 May 2016.

Following the launch of 9Now, Nine's main regional affiliate WIN Television sued Nine Entertainment Co., alleging that the service violated its program supply agreement by broadcasting Nine programming into territories where it held exclusive rights.[12][13] Justice Hammerschlag of the NSW Supreme Court dismissed the case on 28 April 2016, ruling that Nine had the right to stream its programming nationally because the affiliation agreement's definition of "broadcasting" did not cover live internet streaming.[14][15] Nine's victory prompted network executives to revoke WIN's affiliation with the network beyond June 2016, and enter into a new regional affiliation with Southern Cross Austereo (WIN would concurrently switch to Network Ten).[16][17][18]

See also


  1. Reilly, Claire (29 October 2015). "Nine Network to live stream all channels and revamp HD". CNET. Retrieved 27 January 2016.
  2. Knox, David (28 January 2016). "9Now ready for Live streaming". TV Tonight. Retrieved 28 January 2016.
  3. Samios, Zoe (9 January 2019). "Nine integrates 9Now into 9Galaxy tool, offers dynamic ad insertion ahead of Australian Open". Mumbrella. Retrieved 15 April 2019.
  4. "NINEMSN LAUNCHES FIXPlay". Mi9. 12 April 2010. Archived from the original on 5 May 2012. Retrieved 27 January 2016.
  5. Knox, David (12 April 2010). "Nine launches FIXPlay, video catch-up". TV Tonight. Retrieved 27 January 2016.
  6. "Jump-in to London 2012 Olympics". Mi9. 26 July 2012. Archived from the original on 30 July 2012. Retrieved 27 January 2016.
  7. "Mi9 announces full commercial Launch of Jump-in". Mi9. 4 February 2013. Archived from the original on 10 April 2013. Retrieved 27 January 2016.
  8. "State-of-the-art app for Origin viewers - 9jumpin to stage first ever "Tweet of Origin" battle". Mi9. 27 May 2014. Archived from the original on 23 June 2014. Retrieved 27 January 2016.
  9. Mason, Max (29 October 2015). "Nine to launch new lifestyle channel 9Life and stream all channels 24/7". Sydney Morning Herald. Retrieved 24 February 2016.
  10. "Nine begins roll-out of catch-up and streaming service 9Now and registration system My9". mUmBRELLA. 27 January 2016. Retrieved 29 January 2016.
  11. "Nine catch-up site 9Now quietly launches". mediaweek. 28 January 2016. Retrieved 29 January 2016.
  12. Mason, Max (10 February 2016). "Bruce Gordon's WIN takes Nine to court over streaming". Sydney Morning Herald. Retrieved 29 April 2016.
  13. Christensen, Nic (10 February 2016). "WIN takes Nine to court to try and block its live streaming service 9Now in regional areas". mUmBRELLA. Retrieved 29 April 2016.
  14. McDonald, Philippa (28 April 2016). "Regional broadcaster WIN loses bid to stop Channel Nine streaming programs". Australian Broadcasting Corporation. Retrieved 29 April 2016.
  15. Knot, David (28 April 2016). "Nine victory in 9NOW streaming lawsuit filed by WIN TV". mUmBRELLA. Retrieved 29 April 2016.
  16. White, Dominic (29 April 2016). "Nine and Southern Cross in multi-year affiliation deal". Sydney Morning Herald. Retrieved 29 April 2016.
  17. Mitchell, Jake (29 April 2016). "Nine win shows media law absurdity: WIN chief Andrew Lancaster". The Australian. Retrieved 29 April 2016.
  18. Mitchell, Jake; Davidson, Darren (2 May 2016). "Nine, Ten to swap affiliate partners". The Australian. Retrieved 23 May 2016.
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