Married At First Sight has set a new Australian CFTA record for BVOD streaming, with seven episodes surpassing one million viewers each on 9Now – in addition to its overnight broadcast TV audience.
The show’s 12th season has reached 11 million viewers across Total TV after just 14 episodes, marking a key moment for Free-to-Air BVOD platforms. With 40% of the show’s Total TV audience now watching via 9Now, MAFS continues to drive digital viewing trends.
According to OzTAM consolidated data, MAFS has seen year-on-year growth across key demographics, with half of its episodes to date attracting over one million BVOD viewers.
Nine’s Married At First Sight has broken Australian streaming records.
The data
• 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
Nine says it expects viewership for the show to grow further in the coming weeks as audiences continue catching up on the series.
The show remains a strong performer in the 16-39 demographic, with 60% of this audience tuning in via 9Now – a key metric for advertisers.
Across Total TV, MAFS has recorded an average audience of 2.45 million, with significant year-on-year growth:
• Broadcast TV up 15%
• BVOD up 36%
• Total TV up 23%
Hamish Turner, director of 9Now and programming has put the figures down to the show’s ability to “resonate 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,” he said.
Hamish Turner, Director of 9Now and Programming.
Meanwhile, 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.”