Local streaming players Netflix and Stan have a new competitor in Australia, with CBS-owned Network Ten surprising the market with a comparable $9.99 price on its subscription video platform 10 All Access.

The video-on-demand platform is an Australian version of CBS's All Access and will run alongside long-running catch-up app 10play. The new paid option will have 7000 episodes of advertisement-free shows from CBS and Ten at launch, including original series, current and former seasons, and streaming of CBS's 24-hour news service CBSN.

The original Sabrina the Teenage Witch will be among the 7000 series available on 10 All Access at launch.

Shows on the platform at launch include CBS All Access original shows Tell Me A Story, One Dollar and Strange Angel, Ten series such as Neighbours and The Bachelor, full seasons of shows like NCIS and Survivor, and the original Sabrina the Teenage Witch. Netflix launched a gothic reboot of Sabrina the Teenage Witch in October.

The launch price has surprised some industry commentators, who had expected it to be closer to $6 at launch to undercut its largest rivals. Netflix's cheapest option is $9.99, while Stan is $10. Amazon Prime and reality-TV streaming service Hayu both cost $6.99 in Australia.