Amazon’s cricket acquisition may shed light on new anti-siphoning policy

Amazon Prime’s cricket rights acquisition tests the federal government’s rationale for extending anti-siphoning to SVOD players.

David Kennedy · Venture Insights8 December 2023Period: Q4 20234 min read

Last updated 27 May 2026

15%→

Australian households lacking a fixed broadband connection

1,900→

Total events currently covered by the anti-siphoning list

Locked

Companies covered:AmazonPrime VideoFoxtelNine EntertainmentSeven West Media

Abstract

This report analyses Amazon Prime’s acquisition of exclusive Australian broadcast rights for major cricket events through 2027. While the deal currently dodges anti-siphoning lists because matches are played outside Australia, it serves as a critical test case for the federal government's 'Model 2' reform. The analysis highlights the digital divide, noting that 15% of households lack fixed broadband, potentially excluding them from paywalled sports content as rights shift from free-to-air broadcasters to SVOD platforms.

Key Takeaways

Amazon Prime has acquired exclusive Australian rights for Cricket World Cups and T20 World Cups through 2027.
The deal bypasses current anti-siphoning rules because the matches are played outside of Australia and England.
Approximately 15% of Australian households lack fixed broadband, creating a significant barrier to accessing paywalled SVOD sports.

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Frequently Asked Questions

The current regulatory framework only protects matches played within Australia or England, allowing Amazon to bypass the list of 1,900 protected events for international tournaments. This exclusivity remains secured through 2027, as these matches fall outside the geographic scope of existing legislation.

Connectivity is the critical bottleneck, as 15% of Australian households currently lack a fixed broadband connection. While free-to-air networks achieve near 100% national engagement, moving premium sports to SVOD platforms structurally excludes millions of citizens from viewing.

The federal government is implementing 'Model 2' reforms which extend anti-siphoning restrictions specifically to SVOD players. This new policy will also expand the protected list beyond the current 1,900 events to include women’s and disability sporting competitions.

Amazon’s cricket acquisition may shed light on new anti-siphoning policy

Abstract

Key Takeaways

Frequently Asked Questions

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