Married At First Sight has broken an Australian CFTA record for BVOD streaming, with seven episodes now each watched by more than one million viewers solely on 9Now, on top of the overnight broadcast television viewing figures.
The 12th season of MAFS, which has so far reached 11 million viewers after just 14 episodes across Total TV, has proven to be a watershed moment for Australia’s Free to Air Broadcast Video On Demand (BVOD) platforms. As MAFS continues to dominate the daily conversation, the series has now reached a tipping point where 40% of the Total TV average audience is viewed on 9Now.
As viewers migrate to watching television on 9Now, OzTam consolidated data shows significant Year-on-Year growth in all key demos and Total People for MAFS, with half of the episodes aired being watched by more than one million BVOD viewers to date:
Launch episode BVOD Total audience watched by 1.110 million viewers since January 27
Episode two BVOD Total audience watched by 1.114 million viewers since January 28
Episode three BVOD Total audience watched by 1.123 million viewers since January 29
Episode four BVOD Total audience watched by 1.110 million viewers since January 30
Episode six BVOD Total audience watched by 1.046 million viewers since February 3
Episode seven BVOD Total audience watched by 1.081 million viewers since February 4
Episode eight BVOD Total audience watched by 1.050 million viewers since February 5
These episodes will continue to grow over the coming days, weeks and months as viewers catch up on the series that has once again captivated a nation and dominated conversation.
And crucially for advertisers, MAFS is consistently engaging with the key demo of People 16-39, with 60% of this audience coming from 9Now.
Across Total TV, MAFS has seen double-digit growth not just on BVOD but also on broadcast TV. The series to date has recorded an average Total TV audience of 2.45 million, with broadcast TV up 15% YoY and BVOD up a huge 36% YoY, resulting in Total TV growth of 23% YoY.
Hamish Turner, Director of 9Now and Programming, said: “Married at First Sight resonates with Australians like no other program. With the series holding up a mirror to society, the story arc of MAFS provides not only the classic watercooler conversation, but is also relevant to today’s complex world of dating and relationships. Its success continues to drive massive engagement across all platforms, with the format seeing incredible yearly growth and engagement that is critical to maintaining audiences throughout the year.”
Matt James, Nine’s Acting Chief Sales Officer, said: “The critical mass engagement from Australians that Married At First Sight attracts is undeniably an indication of the power of television. With more than half of 9Now viewers coming from 16-39s who are deeply engaged with each episode, there is no other platform where advertisers can reach this audience at scale in a premium, brand-safe environment in such a small window of time.”
Source: TVMAP Program Analyser, OzTAM VOZ Data ,National (inc Spill), Married at First Sight, Cumulative Reach (includes encores), Average Audience (excludes encores), 27/01/2025 – 17/02/2025 v 29/01/2024 – 19/02/2024, Total People, People 16-39, Total TV, Total Broadcast, Total BVOD. Consolidated 28 as at 17/02, YoY based on When Watched for like for like comparison. Data copyright © OzTAM 2025
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