9Now launches on Apple TV and introduces server side ad-insertion

9Now has launched on Apple TV, which now means every catch-up service is available on the platform.

Nine has today officially launched 9Now on fourth generation Apple TVs, along with server-side ad-insertion technology powered by Brightcove.

Server-side ad insertion is the latest tool designed to stop ad-blocking software, with both tenplay and SBS On Demand deploying server-side insertion technologies. Ten’s catch-up service tenplay is also powered by Brightcove.

Brightcove’s new product Once stitches ads into the video content in the cloud, instead of on the viewer’s device. This cuts down the buffering and disruptions viewers sometimes experience when watching catch-up services, while also stopping ad blockers from removing the content.

With the launch of 9Now on Apple TV, it now means that every Australian free-to-air broadcaster offers a catch-up service on the platform. While both Stan and Netflix also offer apps on Apple TV, neither Presto or Foxtel has yet launched on the service.

The 9Now app differs from its competition in that in addition to on-demand catch-up content, it also offers live streaming through the app for all of its broadcast channels – Nine, 9Go!, 9Life, and 9Gem.

“We have listened to the consumer at every stage of 9Now’s development. With over 60% of our 1.2 million 9Now users on iOS, we believe our expansion to Apple TV adds tremendous value to our video offerings and ultimately the consumer experience,” Alex Parsons, Nine’s Chief Digital and Marketing Officer, said.

“With Brightcove Once driving our iOS and Apple TV video content and AppNexus powering our digital display ad-serving, Nine truly offers the most sophisticated advertising platforms in the market,” said Nine’s Chief Sales Officer, Michael Stephenson.

“The latest update to 9Now continues a trend of ad innovation from Nine as we strive to deliver not only the best consumer experience when it comes to our brands and products, but also a world-class client experience.”

9Now’s upgrade to iOS includes AirPlay functionality across all iOS devices.

Broadly, the 9Now app is available via the web, iOS, Android, Telstra TV, HBBTV and now Apple TV. 9Now is expected to launch on Chromecast, Smart TVs, PlayStation, Xbox and Fetch TV.

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