What comes next for sports media?

Digital platforms and on-demand services gain ground as traditional broadcast models face subscriber declines.

Heath Gibson · Executive Manager – Industry Intelligence and Insights at NBN Australia3 May 2024Period: May 20244 min read

51%→

Australians who consumed sports content in the previous seven days

47%↑

Respondents who consumed sports media online

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Abstract

This report analyses the evolving landscape of sports media consumption in Australia based on the Social Research Centre’s 2023 survey. It highlights a significant transition from traditional free-to-air broadcast to online and on-demand platforms, with 51% of Australians consuming sports content weekly. The brief explores the decline of Pay-TV, the rise of ad-supported streaming tiers, and the critical role of anti-siphoning rules in maintaining the 'free' element of sports accessibility for consumers.

Key Takeaways

Sports consumption remains high with 51% of Australians engaging weekly, though delivery methods are shifting rapidly.
Commercial FTA broadcast reach for sports has dropped 16 percentage points since 2021, now sitting at 51%.
Online sports media consumption has reached 47%, including both dedicated streamers and FTA on-demand services.

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Frequently Asked Questions

Engagement remains high, with 51% of Australians consuming sports content on a weekly basis. However, the delivery mechanism is fragmenting rapidly, as commercial free-to-air broadcast reach has fallen 16 percentage points since 2021.

Yes, Pay-TV usage for sports has plummeted to 17% in 2023, down from 29% in 2020. Foxtel specifically lost 126,000 broadcast subscribers in the year to December 2023, signaling that streaming gains are currently insufficient to offset legacy losses.

Online consumption now accounts for 47% of sports media engagement, encompassing both pure-play streamers and broadcaster on-demand services. This transition places immense pressure on digital infrastructure to maintain the reliability previously guaranteed by terrestrial broadcast.

Gambling advertising is a major deterrent, with 43% of viewers stating it would likely cause them to reduce their sports consumption. Conversely, removing cost barriers remains the strongest growth lever, as 48% of respondents would increase viewing if content were free.

What comes next for sports media?

Abstract

Key Takeaways

Frequently Asked Questions

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