10 Play
Network 10's free streaming service with live TV and catch-up shows.
10 Play at a glance
10 Play is an entertainment & streaming website and one of the most visited sites in Australia, currently ranked #154 in the country. It was founded in 2013 by Network Ten and is headquartered in Sydney, Australia. Today 10 Play is owned by Paramount Global. Our estimates put its audience at ≈ 15 million visits per month. The business earns money mainly through advertising. Its closest rivals include 9now.com.au, 7plus.com.au, abc.net.au.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 14.1 million / month | +2% |
| Q2 | ≈ 14.5 million / month | +3% |
| Q3 | ≈ 15 million / month | +3% |
| Q4 | ≈ 15.9 million / month | +6% |
Traffic sources
- Direct63%
- Organic search21%
- Social8%
- Referral5%
- Paid3%
Audience & demographics
- Men54%
- Women46%
- Age 18-2428%
- Age 25-3429%
- Age 35-4421%
The audience is concentrated in Australia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Australia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Australia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| 10 play | 1 | Very high | Dominant |
| watch online | Top 10 | High | — |
| live stream | Top 10 | High | — |
| subscription price | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Australia web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 74% mobile
- Position in country
- Among the leading entertainment & streaming apps in Australia
Company information
- Website
- tenplay.com.au
- Sector
- Entertainment & Streaming
- Owner
- Paramount Global
- Owner type
- Subsidiary of public company
- Founders
- Network Ten
- Founded
- 2013
- Headquarters
- Sydney, Australia
- Employees
- 200+
- Ownership
- Paramount Global controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $100 million annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- ≈ $100 million annual revenue (est.)
- Ownership
- Subsidiary of public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
10 Play operates an entertainment and streaming service focused on Australia. Network 10's free streaming service with live TV and catch-up shows. Revenue comes mainly from advertising, supported by the other lines listed below.
- Advertising
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Australia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Australia)
- #154 in this index
- Sector rank
- Leading entertainment & streaming site in Australia
- Global rank
- 4000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| 9now.com.au | ≈ 9 million / month | #155 class competitor | — |
| 7plus.com.au | ≈ 6.7 million / month | #156 class competitor | — |
| abc.net.au | ≈ 4.5 million / month | #157 class competitor | — |
What is 10 Play?
10 Play (tenplay.com.au) is an entertainment and streaming service serving users in Australia. Network 10's free streaming service with live TV and catch-up shows. It ranks #154 among the most visited websites in the country in this index, within the entertainment & streaming category.
Who owns 10 Play?
The site is operated by Paramount Global, founded by Network Ten. The company was established in 2013 and is headquartered in Sydney, Australia. It employs around 200+.
Traffic and audience
Traffic estimates place 10 Play at roughly 15 million visits per month, about 0.5 million per day. Around 74% mobile of sessions come from mobile devices, and visitors view about 6.9 pages per visit with an average session of 14 min.
How 10 Play makes money
Revenue comes primarily from advertising, alongside .
Competitors in Australia
Its closest rivals include 9now.com.au, 7plus.com.au, abc.net.au.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2013
10 Play is founded in Sydney, Australia.
- Growth phase
Expands its entertainment & streaming offering and moves to a mobile-first product.
- Today
Ranks #154 among the most visited websites in Australia.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Large local content library
- Live sports or exclusive originals
- Works across mobile, web and TV apps
- Affordable local pricing tiers
Cons
- Content rotates out of the catalogue
- Ad-supported tier interrupts playback
- Rights restrictions limit some titles
- Streaming quality varies on weak connections
Key statistics
Frequently asked questions
Who owns 10 Play?
10 Play is operated by Paramount Global. Subsidiary of public company structure, based on public filings and press reporting.
Where is 10 Play headquartered?
10 Play is headquartered in Sydney, Australia.
When was 10 Play founded?
10 Play was founded in 2013 by Network Ten.
How many employees does 10 Play have?
10 Play employs approximately 200+ people.
What is 10 Play's revenue?
10 Play's revenue: ≈ $100 million annual revenue (est.).
Who are 10 Play's competitors?
Main competitors in Australia include 9now.com.au, 7plus.com.au, abc.net.au.
How does 10 Play make money?
Mainly advertising.
Is 10 Play publicly traded?
10 Play's ownership: Subsidiary of public company.
How many visitors does 10 Play get?
Third-party estimates place 10 Play at roughly 15 million visits per month, mostly from Australia, with 74% mobile traffic.
Is 10 Play safe?
10 Play is an established entertainment & streaming site founded in 2013 and ranked #154 in Australia; use the official domain tenplay.com.au and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementstenplay.com.au
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageAustralia and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos