The Australian television landscape is set for a significant shift as Seven Network unveils its ambitious plans for 2025, with a particular focus on bolstering its streaming platform, 7plus. The network’s strategy, revealed during its recent upfronts presentation, showcases a blend of exclusive content premieres, international acquisitions, and a renewed commitment to digital growth. This comprehensive approach aims to position Seven as a dominant force in the evolving media landscape.
Exclusive Premiere: “Suits: LA” Takes Center Stage
At the forefront of Seven’s 2025 strategy is the highly anticipated spin-off series, “Suits: LA.” This legal drama, starring Stephen Amell of “Arrow” fame, is set to make its exclusive debut on 7plus before transitioning to linear TV. The decision to premiere such a high-profile show on the streaming platform underscores Seven’s commitment to digital-first content strategies.
Key Details:
– Exclusive premiere on 7plus in early 2025
– Stars Stephen Amell as Ted Black, a prominent Los Angeles lawyer
– Will air on traditional TV after its streaming debut
This move not only elevates the status of 7plus but also serves as a powerful draw for new subscribers, potentially reshaping viewer habits in favor of streaming.
The “Bonfires and Fireworks” Streaming Strategy
Seven’s approach to content curation and distribution is cleverly dubbed the “bonfires and fireworks” strategy. This dual-pronged method aims to balance sustained viewer engagement with explosive audience growth.
Bonfires: Building a Robust Content Library
The “bonfires” represent Seven’s growing library of content, which includes popular shows like:
– “The Rookie”
– “Buffy the Vampire Slayer”
– “The Americans”
These series provide a steady stream of content that keeps viewers returning to the platform regularly, ensuring consistent engagement and retention.
Fireworks: Exclusive First-Run Content
The “fireworks” aspect of the strategy focuses on first-run exclusives that create significant buzz and attract new viewers to the platform. Shows like “Suits: LA” fall into this category, serving as tentpole content that can drive subscription spikes and generate media attention.
Expanding International Offerings
Seven is not putting all its eggs in one basket with “Suits: LA.” The network has announced several other international titles set to bolster its streaming lineup:
1. “Doc” – A medical procedural drama
2. “Grosse Pointe Garden Society” – An intriguing murder mystery series
3. “St Denis Medical” – A comedy featuring Allison Tolman (known for “Fargo”) and Australian actor Josh Lawson
This diverse range of content caters to various viewer preferences, strengthening 7plus’s appeal across different demographics.
Impressive Audience Growth and Demographics
The strategy appears to be paying off, with Seven reporting significant audience growth for 7plus:
– 45% of 7plus viewers watch content exclusive to the platform
– 74% of these exclusive content viewers are between 18 and 54 years old
– Daily active users have increased by 20% year-on-year
These statistics not only validate Seven’s digital-first approach but also highlight the platform’s success in capturing the coveted younger demographic.
A Complementary Business Strategy
Seven emphasizes that its digital push is designed to complement, not cannibalize, its traditional broadcast audience. The network’s overarching goal is to maximize reach across all platforms, providing advertisers with access to high-value audiences through personalized content experiences.
This strategy allows Seven to:
– Maintain its strong position in traditional broadcasting
– Grow its digital presence
– Offer advertisers a comprehensive multi-platform solution
Original Programming: “Once in a Lifetime”
In addition to international acquisitions, Seven is investing in original unscripted content. “Once in a Lifetime” is a prime example, featuring Dr. Chris Brown on global wildlife missions accompanied by Australian personalities like Matt Preston and Kate Ritchie.
This type of content serves multiple purposes:
– Attracts viewers interested in wildlife and adventure programming
– Leverages the popularity of Australian personalities
– Provides unique, locally-produced content exclusive to Seven
Insights from Seven’s Leadership
Gereurd Roberts, group managing director of Seven Digital, has shared valuable insights into the network’s strategy:
– Full-season releases of shows like “Mr Bates vs The Post Office” on 7plus have led to growth in new viewers
– This success has bolstered confidence in the network’s approach to first-run exclusives
– The strategy is proving effective in driving new audiences to the platform
These observations from leadership underscore the data-driven approach Seven is taking to its digital transformation.
Ambitious Future Plans
Looking ahead, Seven has set its sights on market dominance. Angus Ross, group managing director of Seven Television, has made a bold prediction:
“7plus is expected to become the dominant free-to-air streaming platform in 2025.”
This ambitious goal is supported by:
– The addition of live sports streaming in the coming year
– Continued investment in exclusive and first-run content
– The potential to surpass competitors like Nine and ABC in the streaming space
Frequently Asked Questions
1. When will “Suits: LA” be available on 7plus?
“Suits: LA” is set to premiere exclusively on 7plus in early 2025 before airing on traditional TV.
2. What is Seven’s “bonfires and fireworks” strategy?
It’s a dual approach where “bonfires” represent a growing library of content for consistent engagement, and “fireworks” are first-run exclusives that attract new viewers.
3. How has 7plus’s audience grown recently?
7plus has seen a 20% year-on-year increase in daily active users, with 45% of viewers watching platform-exclusive content.
4. Will Seven’s digital strategy affect its traditional broadcasting?
No, Seven emphasizes that its digital strategy is additive and complementary to its broadcast audience, not cannibalistic.
5. What original content is Seven producing for 7plus?
One example is “Once in a Lifetime,” an unscripted series featuring Dr. Chris Brown on global wildlife missions with Australian celebrities.
Seven Network’s 2025 strategy represents a significant shift in the Australian media landscape, with a strong emphasis on digital growth through 7plus. By balancing exclusive premieres, international acquisitions, and original content, Seven aims to capture a larger share of the streaming market while maintaining its traditional broadcast strength. The network’s data-driven approach and ambitious goals suggest that the coming years will be transformative for both Seven and the broader Australian television industry.