Nine Entertainment’s new streaming and video on demand channel 9Now has officially kicked off, joining 9Gem, 9Go and 9Life on the Nine platform.

Viewers can now access all of the channel’s content live and on demand, with the other linear channels set to be available to stream in the coming months.

“9Now is a world-class product which we are incredibly proud to have launched,” Nine Entertainment Co. chief digital and marketing officer Alex Parsons said.

“The team at Nine have worked hard across all divisions, from technical development to programming, to create a content service that can be enjoyed by all Australians anywhere, anytime, across all devices.

“Users will have access to our content in HD, which is also unprecedented in Australia, and we will be continuing to rapidly innovate the way we distribute our content and connect with our consumers.”

9Now is free, with users asked to login once, using a Facebook login or an email and password to enable the service.

“I’m looking forward to tracking our audience across their different devices and giving them more of what they want in 2016,” Nine managing director, programming and production Andrew Backwell said.

“9Now gives us the platform, the distribution and the analytics to reach and understand our audience even more than we do today. It’s been a great collaborative effort across the Nine business to launch 9Now and we all look forward to our audience live streaming and catching up on our great content.”