Nine’s broadcast video on demand (BVOD) platform, 9Now, has passed the four million sign-up mark, and is preparing to launch a new series of TV ads to drive more user growth.

The announcement comes as Nine prepares to overhaul the 9Now brand to be closer to the Channel Nine brand and drive up consumer awareness of the platform.

The brand overhaul will see the 9Now logo aligning with the Channel Nine logo (see above image) to allow for seamless integration with Nine’s on-air promotion.

The rebrand will also coincide with a major marketing campaign, with the first of a series of 9Now TV ads launching on Sunday.

The first ad features The Block host Scott Cam and this year’s contestants showing how 9Now video content can be consumed “anytime, anywhere”. Other ads for 9Now, featuring major Nine talent, will roll out over the next 12 months.

Alex Parsons, chief digital officer at Nine, said the channel has led the Aussie TV industry in asking consumers to sign on.

“This data is hugely important for both a better consumer and advertiser experience,” he said.

“We have smashed through the four million sign-up mark, and this represents not only another important milestone in the growth of our broadcast video on demand business, but also our broader data strategy.

“We are also heartened to see our unique audience continuing to grow in the Nielsen Monthly Online Ratings.”

The most recent Nielsen Monthly Online Ratings showed that 9Now was the number one commercial BVOD platform in Australia in June, with a unique audience of 2.349 million.

Niamh Collins, general manager of video at Nine, added: “9Now is a platform that has in the space of just 18 months built a strong toehold in the Australian BVOD market.

“This rebrand and broader marketing campaign will help 9Now reach a new level of growth and help consumers realise the many different platforms Nine’s content is now available on.”

Since its launch in January 2016, 9Now has been rolled out via the web, iOS, Android, Telstra TV, HBBTV, Apple TV, Google Chromecast, Fetch TV, PlayStation 4 and Sony Smart TVs with Samsung, while LG is coming soon.