Australia’s appetite for streaming free-to-air and sports content continues to grow, with new data revealing a 5% increase in total streaming subscriptions in the 12 months to June 2025.

A key winner was Kayo Sports, which posted solid gains following its parent company DAZN’s acquisition of Foxtel earlier this year. The European sports streaming giant is now rolling out major technology upgrades across Foxtel and Kayo — a move designed to reduce operational costs while offering advertisers greater scale and precision targeting.

By contrast, Stan struggled to deliver subscription growth despite its heavy investment in Rugby Union earlier this year. Insiders say the broadcaster’s deal with Rugby Australia, covering both club and international matches, helped prevent further subscriber decline rather than driving new signups.

Global Players Target Australia’s Sports Market

Competition in sports streaming is intensifying as international platforms recognise the growth potential of live sports content — despite soaring rights costs. Sources suggest at least one global player is considering a bid for NRL broadcasting rights, though some international operators remain unconvinced of the code’s appeal outside Australia.

Both Foxtel and DAZN have enjoyed strong momentum in 2025, driven by record audiences for the NRL, AFL, and Formula One. Local analyst firm Telsyte reports that Kayo subscriptions climbed 6% over the past year, though insiders believe the actual growth was even higher.

Questions Over Grand Final Numbers

The Nine Network is claiming record-breaking viewership for the recent NRL Grand Final between the Melbourne Storm and Brisbane Broncos — boasting a National Total TV Reach of 6.41 million and an Average Audience of 4.46 million, up 33% year-on-year.

However, some industry observers have questioned the accuracy of those figures, suggesting potential “double counting.” Nine also reported that the event shattered streaming records, attracting 1.316 million viewers on 9Now, the largest BVOD audience in VOZ history.

Meanwhile, ARL Commission boss Peter V’landys has confirmed that negotiations for the next NRL broadcast rights deal will formally begin after the 2025 Ashes series. Speaking to the Australian Financial Review, V’landys reiterated his ambition to secure a deal surpassing the AFL’s $4.5 billion broadcast agreement signed in 2022 — despite mounting financial pressure on local free-to-air networks.

Tech Upgrades to Transform Foxtel and Kayo

From early 2026, subscribers to Kayo and Foxtel’s streaming services will experience a new technology platform powered by DAZN’s global engineering and AI systems.

New features include “Kayo Buddy”, an AI-powered interactive tool, and advanced L-Bar and Pause Ad formats, delivering real-time stats, personalised viewing, and new opportunities for advertisers.

In Europe and the U.S., DAZN has already overhauled its global live broadcast systems — investments now being extended to Australia. Developed in partnership with Techex and TAG Video Systems, the company’s infrastructure proved its capabilities during the FIFA Club World Cup™, which DAZN streamed live and free to fans globally for the first time.

The new system centralises control over more than 5,000 video sources and 300 mosaic layouts, providing DAZN’s global operations — including Foxtel — with scalable, low-cost live monitoring. TAG’s Media Control System also reduces bandwidth demands and eliminates redundant infrastructure, enabling more efficient delivery of live events.

“This project gives DAZN the agility to deliver live sports coverage at global scale,” said Kevin Joyce, Zero Friction Officer at TAG Video Systems. “Together with Techex, we’ve built a smarter, faster, and more resilient monitoring platform.”

A New Era of Sports Viewing

DAZN’s acquisition of Foxtel and Kayo signals a major shift in how Australians will experience live sports. Future broadcasts will feature multiple camera angles, instant replays, real-time data overlays, and dynamic in-game advertising — all delivered seamlessly across devices.

Sports fans will enjoy personalised and interactive viewing experiences, while advertisers gain access to deeper engagement metrics and targeted ad placements.

Globally, the sports rights landscape has become increasingly fragmented. In Australia, Foxtel, Stan, and emerging platforms are vying for rights, while Apple TV+ and Amazon Prime Video have made massive plays overseas, signing long-term deals with leagues like the MLS and UEFA Champions League.

As rights fragment across multiple services, fans face growing subscription fatigue — with some paying upwards of $1,000 per year to follow all their favourite teams.

For DAZN, the message is clear: to stay ahead, streaming platforms must deliver more than just the game. Advanced technology, immersive viewing, and value for both subscribers and advertisers will determine who wins the next round of the global sports streaming war.