Australians are increasingly signing up to streaming services that offer live sport and major events, with new data pointing to a clear change in viewing habits led by younger audiences.

Research tracking activity from 1 January to 31 March shows that around one-third of all new subscriptions were driven by access to live broadcasts, highlighting a growing preference for real-time content over traditional on-demand libraries.

The findings suggest the local streaming market is evolving, with live programming now playing a central role in attracting new users. This shift has been particularly strong among Gen Z and Millennials, who account for more than half of recent sign-ups.

These groups are described as digitally native, favouring flexible viewing across multiple devices rather than fixed television schedules. The report notes that the industry has moved away from the earlier model where users simply browsed large content catalogues.

Growth in demand for live viewing has been steady, showing increases both compared with the previous quarter and the same period last year. Services that secured sports rights or high-profile live events have seen the biggest gains.

Kayo recorded a two per cent year-on-year increase, helped by interest in the AFL and NRL seasons. Prime Video also attracted new users through its coverage of cricket and basketball, while Netflix has expanded into live programming such as boxing, wrestling, concerts and comedy specials.

Analysts say the way Australians watch sport is undergoing a significant transformation. There is a stronger expectation that live events should be available anywhere, whether on a mobile device during a commute or on demand shortly after the event has finished.

Streaming platforms are expected to continue investing in live content, with some likely to pursue partial rights deals for major competitions rather than full exclusivity. This approach could see traditional broadcasters share coverage with digital services.

During the first quarter of 2026, Prime Video accounted for 16 per cent of new paid subscriptions, followed by HBO Max with 11 per cent and Kayo with 10 per cent.

The number of Australian households with at least one streaming service reached 8.06 million, an increase of 1.5 percentage points compared with the same period a year earlier.

At the same time, cheaper ad-supported plans are becoming more popular. Subscriptions to these tiers have climbed beyond six million, rising 46 per cent year on year, while interest in higher-priced ad-free options has fallen by 6 per cent.

Spending trends reflect this shift, with the average monthly household outlay dropping from $52 in late 2025 to $49 in early 2026. Cost-of-living pressures are also playing a role in pushing viewers towards lower-cost plans.

Stan remains the only major platform in Australia without a budget ad-supported option, which analysts suggest could leave it exposed as consumers look for better value.

Among individual titles, Netflix’s Bridgerton was the most watched programme during the quarter, although it is live sport and event-driven content that is increasingly shaping how audiences choose their streaming services.