Paramount’s Network 10 integrates live IP channels into VIDAA OS across Australia

This partnership underscores the industry-wide move toward IP-first distribution, effectively decoupling major broadcast networks from traditional terrestrial infrastructure. For Paramount, the deal secures critical real estate on VIDAA, which is now the second most installed smart TV OS globally. By eliminating the need for an aerial, Network 10 gains friction-free access to younger, streaming-first demographics. This shift in Australian distribution mirrors global trends where hardware manufacturers are morphing into content gatekeepers. Watch for whether this integration eventually incorporates Paramount Connect, the company's unified advertising technology destined to bridge linear and BVOD inventory by late 2025.

The partnership arrives as Paramount Australia reports record-breaking digital momentum. Per Paramount ANZ’s 2026 mid-year results, 10 Streaming monthly reach climbed 34% year-on-year to 3.4 million Australians, driven by high-engagement reality formats and live sports. In July 2025, the network simplified its brand architecture by renaming its 10 Play service to simply '10,' mirroring its primary broadcast identity to reduce friction for multi-platform viewers.

Simultaneously, the smart TV landscape is undergoing a structural shift toward independent operating systems. Per Omdia (April 2026), VIDAA is projected to continue its global expansion, recently rebranding to 'V Home OS' and integrating Microsoft Copilot AI capabilities to evolve into a broader commerce and content portal. This pivot is critical as hardware margins decline; independent platforms like VIDAA are successfully challenging incumbents like Google TV by offering manufacturers more lucrative advertising and data-sharing models.

In the broader Australian market, the shift to IP-based delivery is accelerating. Per expert market reports from September 2024, the local streaming market is valued at approximately AUD 4.19 billion, with a projected compound annual growth rate surpassing 17% through 2030. Paramount’s integration into VIDAA specifically targets this growth by placing linear channels inside a hardware ecosystem that powers millions of Australian screens, ensuring traditional broadcast reach is maintained even as household aerial usage declines.