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.

[7] 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.

[8] The app's original interactive TV features were integrated into its new website, while new catch-up content was now available on mobile devices.

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.

[10][11] However, unlike competitors 7plus, ABC iview, SBS on Demand, and 10Play, 9Now requires users to create an account before allowing access to catch-up content and live streaming.

Programs are categorised by these genres: Through the streaming platform, 9Now provides access to the whole Nine Network suite of channels, including the main and multi-channels.