Ten's bold plans for 2025: Fresh formats, young audiences, and sports synergy

Q: Ten has seen great success with fresh formats like Australian Survivor and I'm A Celebrity… Get Me Out Of Here! Moving into 2025, what are your plans for continuing to refresh these formats or introduce new ones to stay ahead of audience expectations?

Daniel Monaghan:
“We’re constantly evolving and refreshing our content slate in response to audience trends and behaviour. Sometimes that might mean moving a show to a different time of year, adjusting casting, or introducing an Australian version of a successful international format. Audiences often respond well to nuanced adjustments that keep the core of a beloved show intact.

For 2025, I'm A Celebrity… Get Me Out Of Here! returns to its summer, family-viewing sweet spot. Australian Survivor will have two series—a return of the popular Brains v Brawn theme and an epic new Australia v The World format, where local Survivor legends compete against international franchise stars.

Other highlights include MasterChef Australia: Back To Win with returning fan favourites and Gordon Ramsay as a special guest judge. Comedy favourite Talkin’ ‘Bout Your Gen is back with a fresh host and new team captains representing Gen X, Millennials, and Zoomers.

We’re also introducing Ghosts Australia, a local adaptation of the acclaimed BBC comedy, along with new originals like Sam Pang’s comedy series, Airport 24/7, and the travel show The List featuring The Inspired Unemployed. It’s all part of our commitment to delivering dynamic, engaging content across all platforms.”

MasterChef Australia 2025.

Q: How is Ten approaching the shift in viewing habits, particularly with the rise of connected TV and mobile viewing? What strategies are in place to keep the network competitive in a streaming-dominant environment?

Daniel Monaghan:
“We program for our entire content ecosystem—Ten, 10 Play, Paramount+, and FAST channels—to connect with audiences wherever they are.

Paramount+ continues to be the fastest-growing streaming service in Australia for the third consecutive year, while 10 Play’s audience grew 32% year-on-year, with 70% in the 18–54 demographic. Live TV through Pluto TV FAST channels is also up 48% year-on-year.

Rod Prosser:
“Our new advertising platform, Paramount Connect, launching in January 2025, will unify linear and digital inventory. Advertisers will gain greater control and flexibility, with advanced contextual and dynamic ad capabilities. This innovation reflects how we’re meeting the evolution of viewing habits head-on.”

Q: With a growing focus on sports like F1, MotoGP, and A-League, how do you plan to balance these offerings with your entertainment content in 2025?

Daniel Monaghan:
“Our sport and entertainment offerings complement each other. For instance, we cross-promote talent across programming—like casting Matildas players on The Amazing Race: Celebrity Edition or featuring A-League stars on The Project.

We’ve also adjusted schedules for regular series to accommodate key sporting events. This flexibility allows us to deliver big moments across all platforms while ensuring our entertainment content remains prominent.”

Adam Cush, sport production director, Paramount Australia:
“We’re entering a new era of sports broadcasting with innovative coverage across our platforms. From hosting international events like the Race of Champions to marquee partnerships with the CommBank Matildas and Subway Socceroos, our sport slate is as diverse as the Aussie audiences we serve.”

Race of Champions 2025.

Q: What risks and innovations are Ten willing to take as you look toward 2025?
Rod Prosser:
“Our new ad tech platform, Paramount Connect, is a bold step in offering advertisers scalable, addressable audiences across streaming and linear platforms. It’s a market-leading innovation designed to provide transparency and flexibility.”

Daniel Monaghan:
“Taking risks with new content often yields the greatest rewards. For example, the new Australian Survivor theme Australia v The World is a global first. We’re also excited about our local adaptation of Ghosts, a live-action Christmas movie Staycation, and Playing Gracie Darling, a fresh murder mystery drama.

With NCIS: Sydney Season 2 launching globally, we’re blending local and global content to create significant moments for audiences.”

Survivor Australia V World 2025.

Q: How does Ten plan to maintain its younger audience demographic while staying competitive in the entertainment landscape?

Daniel Monaghan:
“10 is the youngest network in Australia, dominating key advertising demographics like 16–39 and 25–54. We also lead in comedy, with five of the top six most popular shows in these age groups, including Have You Been Paying Attention? and Taskmaster.

Live TV through 10 Play FAST channels continues to engage younger viewers, and Nickelodeon remains the #1 channel for kids. Paramount+ drives growth with hits like Fake and Last King of the Cross.

We’ll continue to commission fresh local content that resonates with these audiences while leveraging our diverse content ecosystem to stay ahead.”

As Ten enters 2025, the blend of bold innovations, audience-centric strategies, and a dynamic content slate positions the network to meet the evolving demands of viewers while maintaining its stronghold in the entertainment and sports landscapes.