Who really won Australia’s fiercely fought 2025 TV ratings war?

AUSTRALIA LIFETSYLE & ENTERTAINMENT

Who really won Australia’s fiercely fought 2025 TV ratings war?

Story By Kevin Perry

Seven finished the official OzTAM survey period – which ran from 9 February 2025 to 29 November 2025 – with a total TV share of 29.4 per cent between 6.00am and midnight, just ahead of Nine on 28.7 per cent, followed by the public broadcasters ABC on 21.5 per cent, Ten on 12.6 per cent and SBS on 7.7 per cent.

Excluding the two public broadcasters, Seven’s commercial share of 41.6 per cent again nudged out Nine on 40.5 per cent, with Network 10 accounting for the balance.

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At the same time, Nine tightened its grip on the key 25 to 54 advertising demographic and younger viewers, while 10 leaned into its position as what it calls “TV’s youngest network” with double-digit streaming growth and a line-up heavy on reality, comedy and high-energy sport.

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Seven: narrow lead built on AFL, cricket and 7plus growth

Across the official survey year, Seven says it grew its average audience in total TV (6.00am to midnight) by 1.6 per cent, and in the commercial universe recorded a 41.6 per cent share in all people and 40.6 per cent from 6.00pm to midnight.

The network was the most-watched broadcaster in 24 of the 40 ratings survey weeks (excluding the two-week Easter break), reinforcing its claim to be Australia’s most watched television network for 2025. More than 17.4 million Australians watched the Seven Network each month, including 4.8 million streaming on 7plus, while almost 1.4 million new users registered for the platform during the year. Average live minutes watched on 7plus were up 73 per cent year-on-year, daily VOD minutes rose 24 per cent, and the number of daily active users climbed 34 per cent.

In BVOD, 7plus ended the year with a 41.4 per cent share of commercial streaming, up from 38.9 per cent a year earlier, and ranked number one in VOD viewing with a 42 per cent share, up from 41.6 per cent.

The ratings backbone for Seven remained live sport and news. The network’s coverage of the AFL reached 17.58 million Australians across broadcast and 7plus Sport in 2025. The AFL Grand Final – Geelong v Brisbane – was the highest-rated decider in two decades and Seven’s most-watched program of the year, with a total TV audience of 4.19 million and a national reach of 6.4 million, including a record 984,700 viewers on 7plus Sport, up 50.5 per cent year-on-year.

The network’s Ashes coverage also roared out of the blocks. The First Test in Perth reached 6.2 million Australians, with an average total TV audience of 1.15 million across sessions – up 57 per cent on last year – and an average of 186,000 viewers streaming each session on 7plus Sport, up 232 per cent. The highest-rated session, Session 3 on Day 2, pulled 1.49 million viewers nationally, up 88 per cent.

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In news and current affairs, 7NEWS claims the mantle of Australia’s most watched news service, reaching 12 million Australians every month across all bulletins. The 6.00pm weekday bulletin averaged 1.33 million viewers during the survey year, up 4 per cent, while 7NEWS Sunday averaged 1.36 million (up 6 per cent), and 7NEWS Saturday averaged 1.04 million. 7NEWS Spotlight drew a total TV audience of 647,000, reaching 8.9 million viewers across the year and lifting 13 per cent year-on-year.

Breakfast and mornings remained a clear strength. Sunrise has been number one at breakfast for 22 years in a row with a total TV audience of 414,000 and monthly reach of 4.03 million, up 6 per cent. Weekend Sunrise has led its slot since 2006, averaging 394,000 viewers and reaching 3.6 million people each month (up 5 per cent), while The Morning Show remained number one in the mornings for the 18th consecutive year with 254,000 viewers and a monthly reach of 3.2 million, up 6 per cent.

Drama and entertainment also posted gains. Outback drama RFDS became Australia’s most watched free-to-air drama, with an average total TV audience of 1.12 million, up 28 per cent on its 2023 season. Home and Away was watched live by more Australians than any other drama, with total TV up 5 per cent year-on-year and streaming up 35 per cent. Entertainment tentpoles saw similar lifts:

My Kitchen Rules: total TV audience up 16 per cent, 7plus viewing up 82 per cent.
Australian Idol: total TV up 15 per cent, 7plus up 32 per cent.
The Rookie: total TV up 13 per cent, 7plus up 54 per cent.
The 1% Club: total TV up 11 per cent, 7plus up 14 per cent.
TV WEEK Logie Awards: total TV up 6 per cent, 7plus up 21 per cent.
The Front Bar: total TV up 5 per cent, 7plus up 33 per cent.

In a message to investors and advertisers, Seven West Media managing director and chief executive officer Jeff Howard framed the year as one of sustained growth.

“Seven’s story in 2025 is one of momentum and audience growth.

Our audiences have grown thanks to our unmissable slate of the best Australian and international content, that keeps Australians coming back for more, and the powerhouse that is 7plus.

From our trusted news and current affairs programming to our outstanding sport coverage and premium entertainment shows, there is something for everyone on Seven and 7plus, and we’ve got even more exciting content coming in 2026.”

Seven’s group managing director, television, Angus Ross, stressed that audiences were increasingly turning to the network for major live moments.

“More and more Australians are turning to Seven and 7plus for the big moments – the nail-biting sport that unites our nation, the news that connects us and the entertainment that dominates our national conversation.

Our investment in hyper local content that matters to Australians across news, sport and entertainment is what differentiates us from our international competitors and what will continue to drive Seven’s total television growth in 2026.

The biggest shows and most reliable formats are on Seven and 7plus, including My Kitchen Rules, Australian Idol, Farmer Wants A Wife, The Voice, Home and Away and The 1% Club.

Next year, we’re launching My Reno Rules, Caught In The Middle, a new Mick Molloy and Glenn Robbins comedy series and much more, including 6,000 hours of new content and ever popular greatest hits from leading global studios on 7plus.

Seven’s 52-week-a-year sport schedule gets even bigger, with the addition of two live and exclusive sporting events – the Glasgow 2026 Commonwealth Games and the Rugby League World Cup.

Australians love sport, and the growth in our audiences this year proves they love watching it live and free on Seven and 7plus.”

Nine: biggest program of the year and dominance in key demos

While Seven held the edge in total TV share, Nine points to a dominant performance in the metro markets and among the demographics most sought after by advertisers. The 9Network says it was the number one network across the five capital cities in 2025 year-to-date, leading 25 to 54s, 16 to 39s, grocery shoppers and total people, and claims to be the number one network nationally once affiliated stations are included.

According to Nine, its metro commercial share of broadcast TV between 6.00pm and midnight in 2025 calendar year reached 44.5 per cent in 25 to 54s, 47.4 per cent in 16 to 39s, 42.1 per cent among grocery-buyers-with-children and 42.1 per cent in total people. In BVOD, 9Now posted commercial shares of 45.0 per cent in 25 to 54s, 48.3 per cent in 16 to 39s, 43.0 per cent among grocery shoppers with children and 43.3 per cent in total people across the year.

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In terms of individual programs, Nine delivered the biggest television event of 2025. The NRL Grand Final recorded a Total TV audience of 4.564 million, making it the most-watched program of the year and, according to the network, the highest-rating NRL decider of all time. It also set a new streaming benchmark, drawing 1.377 million viewers on 9Now and ranking as the highest-rating BVOD event in VOZ history.

Rugby league remained a cornerstone of Nine’s schedule. Game 3 of the 2025 State of Origin series posted a Total TV audience of 3.963 million, including 1.004 million viewers on 9Now. Game 1 (Total TV 3.798 million) and Game 2 (3.782 million) were the network’s third and fourth-highest rating programs of the year. Across the series, State of Origin averaged 3.846 million viewers, with BVOD up 23 per cent and Total TV up 13 per cent year-on-year. The 2025 Women’s State of Origin series drew a Total TV audience of 1.028 million across three matches, including 188,000 on 9Now, up 10 per cent.

Tennis also delivered. The Australian Open Men’s Final averaged 2.068 million viewers in Total TV, with a BVOD audience of 384,000, up 15 per cent, while the Women’s Final averaged 1.539 million viewers (up 16 per cent) and 242,000 via BVOD (up 44 per cent). The network’s coverage of the Melbourne Cup returned to a TV audience of more than 2 million for the first time since 2016.

Away from sport, reality and factual entertainment again did much of the heavy lifting. Married at First Sight remained the highest-rating entertainment show of the year, with a Total TV average audience of 2.58 million per episode and an average 1.042 million streaming each episode on 9Now – BVOD up 30 per cent and Total TV up 17 per cent year-on-year.

The Block’s Grand Final was the highest-rating non-sports program of 2025, with a Total TV audience of 2.69 million. Across its 21st season, The Block averaged 1.675 million viewers per episode, including around 45,000 BVOD viewers per episode, with BVOD up 36 per cent and Total TV up 15 per cent on last year.

New format The Floor ranked as the highest-rating new program launch of the year with a Total TV average audience of 1.368 million and 210,000 BVOD viewers per episode. Afternoon game show Tipping Point Australia averaged 753,000 viewers – up 16 per cent – and attracted 79,000 BVOD viewers a day, up 67 per cent.

Other entertainment staples remained solid: Lego Masters averaged 1.095 million viewers and 182,000 BVOD viewers (up 12 per cent), while Travel Guides averaged 1.401 million viewers, including 225,000 BVOD viewers (up 6.3 per cent). Love Island Australia posted one of the most striking digital growth stories – averaging 734,000 viewers per episode, with 576,000 watching exclusively on 9Now, up 104 per cent year-on-year. The series consistently ranked as Australia’s number one program with people 16–39.

News and current affairs continued to underpin Nine’s brand. 9News’ 6.00pm weeknight bulletin was the number one metro news service across Sydney, Melbourne and Brisbane, with a Total TV audience of 1.263 million, up 11 per cent, and an average streaming audience of 130,000 each night on 9Now, up 48 per cent. A Current Affair remained Australia’s number one daily current affairs program with 1.027 million viewers a night (up 7 per cent), while 60 Minutes was the top weekly commercial free-to-air current affairs series with 873,000 viewers, up 10 per cent.

Summing up the year, Nine’s executive director of 9Network and 9Now, Hamish Turner, said the broadcaster was focused on content that cuts through.

“We are immensely pleased that Nine has consistently presented Australia’s most essential and culturally resonant content throughout 2025.

In an age of disinformation and information overload, the trust and credibility of our News and Current Affairs programming is the vital currency Australians rely on, night after night.

The unwavering strength of our offering across News, Sport, and Entertainment is the bedrock of our success.

Highlighting our unparalleled reach, the NRL Grand Final stood out as the year’s most-watched program, uniting the nation and achieving a staggering Total TV audience of 4.564 million.

This key achievement, mirrored across our schedule, proves our capacity to deliver massive, multi-platform moments that resonate deeply with Australian viewers.”

Nine’s chief sales officer Matt James argued that the network’s multi-platform approach was resonating with advertisers.

“Our strategy is built around carefully curating, producing and distributing premium content to maximise engagement across every screen, guaranteeing viewers effortless access to our content wherever it is consumed.

Brands and advertisers want to be part of big cultural moments – and we deliver that from January through to December.

As 9Now plays an increasingly important role in the mix for our advertising partners, Nine‘s core pillars of news, sport and entertainment is delivering a highly engaged audience with proven effectiveness for brands.”

10: youngest skew, record streaming and reality resurgence

While it trails its rivals in overall share, Network 10 has built its story around youth and streaming growth. The broadcaster says it reached 24.7 million Australians in 2025, including streaming audiences, and recorded its biggest streaming year ever, up 31 per cent on 2024, with monthly streaming reach of 2.7 million viewers. 10 positions itself as “free-to-air TV’s youngest network”, claiming an average viewer age up to seven years younger than competitors, and points to Nickelodeon as the number one children’s commercial multi-channel, with prime-time audiences up 9 per cent year-on-year.

The network says it delivered more of the top entertainment shows in 25 to 54s and 16 to 39s than its rivals, citing Big Brother, Survivor: Australia V The World, Have You Been Paying Attention? and Australian Survivor as key drivers.

Comedy panel show Have You Been Paying Attention? was branded TV’s biggest 8.30pm show, reaching 9.3 million viewers nationally, averaging 972,000 viewers (up 1 per cent), ranking number one in its timeslot and delivering its biggest streaming audience ever with 111,000 streaming viewers (up 2 per cent).

The resurrected Big Brother was described as 10’s biggest reality show since 2023 and its “biggest ever show on 10 streaming”. It reached 5.5 million viewers, averaged 881,000 viewers (up 125 per cent on 2023) and was number one in its timeslot in 25 to 54s and 16 to 39s. Viewers clocked up 449 million streaming minutes, with streaming up 207 per cent, while Big Brother Live 24/7 became 10’s biggest ever exclusive streaming channel. The launch episode pulled 1.12 million viewers nationally – 10’s biggest total audience of 2025 and its largest since the I’m A Celebrity… Get Me Out Of Here! launch in 2024.

The broader reality slate all posted strong numbers:

Survivor: Australia V The World reached 5 million viewers and averaged 842,000 viewers, with 225,000 streaming viewers – 10’s second-biggest streaming show ever.
The Amazing Race Australia: Celebrity Edition reached 6.5 million viewers, averaged 813,000 (up 7 per cent) and recorded 214,000 streaming viewers, up 54 per cent.
Australian Survivor: Brains V Brawn II reached 7.8 million viewers, averaged 806,000 viewers and drew 210,000 streaming viewers, with its Grand Finale averaging 932,000 viewers, up 3 per cent.
MasterChef Australia: Back To Win reached 10.9 million viewers, averaged 760,000, and posted its biggest streaming audience ever with 135,000 viewers; the Grand Finale averaged 906,000 viewers and was number one in its timeslot.
I’m A Celebrity… Get Me Out Of Here! reached 7.4 million viewers, averaged 753,000, and delivered 10’s biggest live launch since 2022, with the launch episode averaging 1.1 million viewers and topping its slot.
Gogglebox Australia reached 9.5 million viewers, averaged 722,000 and ranked number one in its timeslot in 25 to 54s, with its biggest streaming audience ever – 109,000 viewers, up 214 per cent.

On the comedy front, Sam Pang Tonight reached 7.9 million viewers and averaged 590,000 viewers, ranking number one in its timeslot across total people, 25 to 54s and 16 to 39s, and was billed as 10’s biggest new show launch since 2022. The Cheap Seats reached 9 million viewers, averaged 538,000 (up 3 per cent) and topped its slot in total people and key demos, with streaming viewers up 20 per cent to 42,000. Taskmaster Australia reached 5.9 million viewers and averaged 489,000, ranking number one in 25 to 54s and 16 to 39s.

International-format The Celebrity Traitors UK reached 3.3 million viewers, averaged 549,000 and delivered 262,000 28-day streaming viewers – 10’s biggest streaming-first show to date. Local comedy Ghosts Australia reached 3.2 million viewers, averaged 418,000 and ranked second in its timeslot among 16 to 39s, lifting the timeslot by 25 per cent on 2024, while Talkin’ ’Bout Your Gen reached 5.1 million viewers and averaged 424,000. New US drama Matlock was 10’s biggest American drama of 2025, reaching 4.8 million viewers and averaging 406,000. Lifestyle stalwart Selling Houses Australia reached 4.6 million viewers, averaged 328,000 and lifted its timeslot by 56 per cent versus 2024.

News also quietly improved. Across 10 News Lunchtime, 10 News Afternoon, 10 News, 10 News+ and 10’s Late News, the network says it reached 3.5 million viewers each week, with its biggest streaming audience ever and streaming up 39 per cent year-on-year. The 5.00pm 10 News bulletin averaged 338,000 viewers, up 7 per cent. Deal Or No Deal reached 1.73 million viewers each week, averaged 300,000 viewers – up 11 per cent on its previous 6.00pm slot – and posted its biggest streaming audience ever, with streaming up 26 per cent.

In sport, 10 hung much of its coverage on motorsport and football. The 2025 Formula 1 Louis Vuitton Australian Grand Prix reached 3.7 million viewers across the event (up 18 per cent). The race itself averaged 1.06 million viewers – the biggest race audience since 2016 – up 34 per cent, and ranked number one in its timeslot in total people, 25 to 54s and 16 to 39s.

The CommBank Matildas reached 2.73 million viewers with average prime-time audiences of 336,000, while the CommBank Socceroos reached 2.98 million viewers with average prime-time audiences of 310,000, up 35 per cent year-on-year. Both delivered their biggest streaming audiences ever on 10 and Paramount+, with Matildas viewing on Paramount+ up 138 per cent and Socceroos up 17 per cent. Across the 2024–25 and 2025–26 seasons, Isuzu UTE A-League Men and Ninja A-League Women also posted record streaming audiences, with the 2025–26 A-League Men season up 31 per cent on 10 and 48 per cent on Paramount+, and A-League Women streaming up 16 per cent on 10 and 72 per cent on Paramount+.

Reflecting on the year, Paramount Australia VP content Tamara Simoneau said the network had capped off an “incredible year of growth and streaming” anchored by the revival of Big Brother.

“We’ve capped off an incredible year of growth and streaming with our biggest reality show since 2023.

Big Brother broke records, clocking up 10’s biggest ever streaming audiences and captivating hard-to-reach younger demos.

It is safe to say that Big Brother returned home with a bang!

10’s much-loved reality franchises saw unprecedented year-on-year total audience growth and record streaming audiences, with I’m A Celebrity… Get Me Out Of Here!, MasterChef Australia, Australian Survivor, Survivor: Australia V The World, The Amazing Race Australia: Celebrity Edition and Gogglebox all achieving milestone results.

Our strong comedies – Have You Been Paying Attention?, The Cheap Seats, Sam Pang Tonight and Taskmaster Australia – continued to outperform their competition and delivering the laughs week after week.

Records were broken across some of 2025‘s biggest sporting events.

The 2025 Formula 1 Louis Vuitton Australian Grand Prix drew its largest television audience since 2016, while the CommBank Matildas, CommBank Socceroos, Isuzu UTE A-League Men and Ninja A-League Women achieved their biggest streaming audiences ever.”

Chief sales officer Rod Prosser pitched 10’s youth skew and connected-TV products as a draw for brands.

“2025 has been a standout year for 10‘s slate, delivering exceptional performance with younger, commercially valuable audiences that advertisers are actively seeking, in a premium and safe environment.

Our market-leading brand integrations are seamlessly woven into our programming, creating authentic connections between brands and engaged audiences, from luxury comforts in the I’m A Celebrity… Get Me Out Of Here! camp and a stocked pantry in the MasterChef Australia kitchen, to bite-sized snacks in the Big Brother diary room and Isuzu UTEs driving the A-Leagues.

What’s particularly exciting is how we’re evolving the commercial opportunities within this success.

We’re pioneering new connected TV advertising products that leverage our streaming growth to deliver innovative and interactive ad experiences.

These advanced ad formats, combined with our enhanced measurement capabilities, allow brands to engage audiences with precision and prove ROI like never before.

The combination of compelling content, younger audience strength, sophisticated in-show integrations, and cutting-edge CTV ad solutions creates a powerful proposition.

We’re not just delivering reach – we’re delivering the right audiences with commercial innovation that drives real results for our partners.”

Sport, news and reality still rule free-to-air

The combined figures across all three networks underline how live sport and flagship news bulletins remain crucial at a time when advertising revenues are under pressure and subscription streamers are competing fiercely for eyeballs.

The NRL Grand Final on Nine and the AFL Grand Final on Seven were the most-watched events of the year, each pulling well over 4 million viewers on a Total TV basis, while the Australian Open finals, State of Origin, the Bathurst 1000, The Ashes, the Formula 1 Australian Grand Prix and high-profile football fixtures featuring the Matildas and Socceroos all posted year-on-year gains.

In news, Nine’s 6.00pm bulletin dominated the key east-coast markets of Sydney, Melbourne and Brisbane, recording audience growth in every capital city for a second straight year, while Seven’s Sunrise, Weekend Sunrise and The Morning Show comfortably won their slots across 2025, all increasing their audiences.

Reality franchises continued to deliver some of the biggest regular audiences on television, led by Married At First Sight, The Block, My Kitchen Rules, Australian Idol, I’m A Celebrity… Get Me Out Of Here!, MasterChef Australia and the various Survivor formats. Several long-running shows posted double-digit lifts in both Total TV and streaming, suggesting the format remains resilient even as viewing habits fragment.

Next battleground: NRL rights and 2026 schedules

With Seven’s free-to-air rights for AFL and cricket locked in until 2031, industry attention is already shifting to the next NRL rights deal, with Nine’s current contract expiring at the end of the 2027 season. The league’s free-to-air rights are widely viewed as a must-win for Nine, given the network’s heavy reliance on rugby league to deliver its biggest annual audiences and to feed growth on 9Now.

While Seven is regarded as an outside chance to mount a serious bid for the full package, it has signalled interest in at least a slice of the rugby league schedule – notably the high-rating State of Origin series or a potential return of Monday Night Football – as networks look to secure more marquee live sport to underpin both broadcast and streaming platforms.

Looking ahead to 2026, all three broadcasters are promising more of the same – but bigger.

Seven is banking on Glasgow 2026 Commonwealth Games coverage and the Rugby League World Cup, alongside new factual, comedy and reality formats. Nine will lean on its existing pillars of NRL, Australian Open, Nine News, A Current Affair and 60 Minutes, plus new entertainment commissions including The Floor and The Golden Bachelor.

10 is preparing fresh seasons of I’m A Celebrity… Get Me Out Of Here! from January, a refreshed Millionaire Hot Seat with Rebecca Gibney from February, a new era of Australian Survivor hosted by David Genat, the local launch of The Traitors Australia hosted by Gretel Killeen, and a new crop of MasterChef Australia hopefuls, alongside another Formula 1 Australian Grand Prix and the AFC Women’s Asian Cup Australia 2026 campaign for the Matildas.