9Now

2010–2013: FIXPlay catch-up television

On 12 April 2010, as a part of its online entertainment brand TheFIX, the Ninemsn Company released FIXPlay, an online video on demand catch-up TV service for the Nine Network, incorporating locally produced programs from Nine and GO! along with back-catalogue content from local and international distributors. FIXPlay became the second catch-up TV service released by a commercial Australian network, the first being PLUS7 from Yahoo7 and the Seven Network.

2012–2013: Jump-in app

On 26 July 2012, Nine released Jump-in, a trial social television app on iPhone and iPad for its coverage of the 2012 Summer Olympic Games. The app allowed users to view information on the television broadcast, set reminders and comment on events, view the full Olympic schedule, latest medal tally, event results, news coverage and other video highlights. After its success throughout the Olympics, Jump-in was commercially launched on 4 February 2013 as an interactive television app that allowed viewers a behind the scenes insight into select television series, voting and posting live comments on select television series (that would appear on-screen), and entering competitions.

2013–2016: 9Jumpin

On 8 November 2013, FIXPlay was merged into Jump-in, later renamed to 9Jumpin in May 2014, integrating catch-up TV with interactive social media. The app's original interactive TV features were integrated into its new website, while new catch-up content was now available on mobile devices. The 9Jumpin website was closed on 28 January 2016, one day after the silent launch of 9Now.

2016–present: 9Now and its role in the 2016 Australian Regional Television Shakeup

In October 2015, with the upcoming launch of 9Life and relaunch of 9HD and looming network-wide rebrand, Nine announced that 9Jumpin would be replaced with an entirely new service called 9Now. Pete Wiltshire, chief revenue officer of Nine Entertainment Co., stated that "[9Jumpin] was never designed to be streaming product and it isn't" and announced that the purpose-built 9Now service will replace 9Jumpin as Nine's on-demand catch-up TV service with a wider range of content, while also delivering live streaming of Nine, 9Gem, 9Go! and 9Life. 9Now was described as "a premium destination for live streaming, catch-up and on-demand content for all of the Nine Network's linear channels". The 9Now website and app were launched on 27 January 2016 along with live streaming for Nine, with live streaming for the multichannels to launch on a later date. However, unlike competitors PLUS7 and TENplay, 9Now requires users to create a My9 account before allowing access to catch-up content and live streaming. Livestreams for 9Go!, 9Gem and 9Life were launched on 17 May 2016.

This service coincidentaly became the starting point in Australian television's major change since regional aggregation from the late 80's to the early 90's. The launch of 9Now prompted WIN Television, a regional affiliate of Nine Network, to sue Nine Entertainment Co. (Channel Nine and 9Now's parent) in February 2016 for allegedly breaching its program supply (affiliation) agreement by streaming its programming online nationally and into regional areas, claiming that it violated WIN's territorial rights to Nine Network's programming per the affiliation agreement. Justice Hammerschlag of the NSW Supreme Court dismissed the case on 28 April 2016, ruling that the affiliation agreement only applied to terrestrial television, and that "live streaming is not broadcasting within the meaning of the [program supply agreement], and that Nine is under no express or implied obligation not to do it." Nine Entertainment Co.'s victory prompted network executives to revoke WIN's affiliation with the network beyond June 2016, and instead entered into a new regional affiliation with Southern Cross Austereo. Prior to these events, Nine and WIN had disputes between each other since 2007 due to advertising revenue disagreements. Media enthusiasts, towards the end of 2015, predicted that Nine is about to sever ties with WIN and affiliate with SCA at the start of 2016, only to get delayed when Nine extended its agreement with WIN for another six months.