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Next TV deal discussion 2028 -

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comeinpeace

Juniors
Messages
65
stratocaster said:
And I can tell you that the person who told me uncle said that the majority is driven by NRL subscribers, as reflected in the average rating
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This doesn't make our understandings contradictory! From memory I think what I heard was that AFL and NRL both drive new subscribers identically - a FTA viewer newly signing up for Kayo. Kayo clearly already has greater existing penetration from the nature of earlier TV deals and viewer habits of turning to Kayo instead of FTA.

Also, Kayo viewer numbers are also relevant to the "overlapping games" function. Kayo don't care about average broadcast, they care about viewers hours per round of football, picking one or the other AFL game that's concurrent on a Saturday Night that's not on FTA anymore.

The latest AFL TV deal ended live coverage - with some on delay - for all Sydney/GWS games. Clearly Kayo is paying more to penetrate more into the slack that is Sydney based AFL fans who were previously so passionate for their team alone but not the AFL in general that they didn't pay for Kayo (that market exists, it is small but it exists).
 
stratocaster

stratocaster

Juniors
Messages
187
comeinpeace said:
This doesn't make our understandings contradictory! From memory I think what I heard was that AFL and NRL both drive new subscribers identically - a FTA viewer newly signing up for Kayo. Kayo clearly already has greater existing penetration from the nature of earlier TV deals and viewer habits of turning to Kayo instead of FTA.
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IF that's true - we'll see in future media releases - but if it is identical, the maths means that AFL has been unable to close the gap and the NRL will continue to remain the bigger driver of Kayo subscriptions.
 
C

comeinpeace

Juniors
Messages
65
stratocaster said:
IF that's true - we'll see in future media releases - but if it is identical, the maths means that AFL has been unable to close the gap and the NRL will continue to remain the bigger driver of Kayo subscriptions.
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Yep. Despite being accused of being an "AFL troll" it's obvious that the NRL operates in many ways better than the AFL does. How it understands the viewer habits of its audience to get it more willing and engaged to pay for streaming services in an ongoing matter obviously one of them. The participation boom of OzTag/Touch (I keep going on about this because it genuinely is the most fun of any sport I've ever signed up to play) another.

Kayo paid more money to get that exclusivity in outside Melbourne for AFL. One would assume that they're unhappy with it. They would have expected the sign ups to be 55/45 to close the gap. It's still 50/50.
 
C

comeinpeace

Juniors
Messages
65
Chief_Chujo said:
Lions matches get sub 50k in Brisbane. Swans the same in Sydney.
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Both have convinced enough Sydney and Brisbane locals - many of whom grew up in the same city where membership culture was not a thing - to have 75,000 members each worth millions to each club all the same. These raw numbers on TV are not the only thing that matters. A willingness of Sydney and Brisbane residents to hand over their money via membership - of which there are plenty of residents with an extreme willingness to hand over lots of money - also matters too.

The media rights deals are just a means to the end to generate revenue.
 
Chief_Chujo

Chief_Chujo

First Grade
Messages
8,819
stratocaster said:
IF that's true - we'll see in future media releases - but if it is identical, the maths means that AFL has been unable to close the gap and the NRL will continue to remain the bigger driver of Kayo subscriptions.
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Of course it isn't true. His claims have been blown out continuously. Comeinpies is a larping fumbler with zero insight or data on anything
 
Chief_Chujo

Chief_Chujo

First Grade
Messages
8,819
comeinpeace said:
Both have convinced enough Sydney and Brisbane locals - many of whom grew up in the same city where membership culture was not a thing - to have 75,000 members each worth millions to each club all the same. These raw numbers on TV are not the only thing that matters. A willingness of Sydney and Brisbane residents to hand over their money via membership - of which there are plenty of residents with an extreme willingness to hand over lots of money - also matters too.

The media rights deals are just a means to the end to generate revenue.
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LMAO at memberships. Do you agree that the new Tasmanian club is ranked sixth for memberships in the world?
 
C

comeinpeace

Juniors
Messages
65
Chief_Chujo said:
LMAO at memberships. Do you agree that the new Tasmanian club is ranked sixth for memberships in the world?
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I'm guessing Tasmania get vastly less membership revenue despite a bigger headline number than Swans and Lions.

Obviously, the members buying ticket access (which costs lots of money) is the thing that cause Swans and Lions to have the crowds that they do.
 
Chief_Chujo

Chief_Chujo

First Grade
Messages
8,819
comeinpeace said:
I'm guessing Tasmania get vastly less membership revenue despite a bigger headline number than Swans and Lions.

Obviously, the members buying ticket access (which costs lots of money) is the thing that cause Swans and Lions to have the crowds that they do.
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OK, so memberships are so in demand that the clubs can charge enough to bring in HUGE revenue. But that demand doesn't translate to people watching on TV? Make it make sense lol
 
S

storm1999

Juniors
Messages
372
Chief_Chujo said:
OK, so memberships are so in demand that the clubs can charge enough to bring in HUGE revenue. But that demand doesn't translate to people watching on TV?
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Club members are far more likely to watch their team on STV rather than FTA, especially since the Super Saturday broadcast deal changes. More casual fans watch on FTA.
 
C

comeinpeace

Juniors
Messages
65
Chief_Chujo said:
OK, so memberships are so in demand that the clubs can charge enough to bring in HUGE revenue. But that demand doesn't translate to people watching on TV? Make it make sense lol
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For whatever reason there will be people in Sydney and Brisbane who might want to go to an AFL game but have no interest in watching it on TV, while there are lots of people in those two cities who like NRL watching it on TV but don't go it live, which is understandable given they are two different products live and on TV. NRL is a far better TV product. But Lions and Swans fans are inner city residents who are more likely to live in an area that makes transport to the stadium easier. It's not easy to get to all Sydney venues, especially if you want to support the away team. I never went to Penrith once for example, for NRL or just general life, in the time that I lived in Sydney. There are Swans/Roosters fans (they exist, I used to work with one) who follow Roosters on TV away in Penrith when they are playing away on Penrith rather than make the 2 hour long round trip. Whereas that same person might literally walk to the SCG to watch the Swans the following night.

I think it actually makes a lot of sense.
 
Chief_Chujo

Chief_Chujo

First Grade
Messages
8,819
comeinpeace said:
For whatever reason there will be people in Sydney and Brisbane who might want to go to an AFL game but have no interest in watching it on TV, whike there are lots of people in those two cities who like watching it on TV but don't watch it live, which is understandable given they are two different products live and on TV. NRL is a far better TV product. But Lions and Swans fans are inner city residents who are more likely to live in an area that makes transport to the stadium easier. It's not easy to get to all Sydney venues, especially if you want to support the away team. I never went to Penrith once for example, for NRL or just general life, in the time that I lived in Sydney. There are Roosters fans who follow on TV, when they are playing away on Penrith rather than make the 2 hour long round trip. Whereas that same person might literally walk to the SCG to watch the Swans the following night.

I think it actually makes a lot of sense.
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"For whatever reason" LMAO. It's cause people in NSW/QLD don't like the fumble.
 
Chief_Chujo

Chief_Chujo

First Grade
Messages
8,819
comeinpeace said:
But then why are Swans and Lions attendance numbers very decent?

Of course an average fan in Rockhampton is far more interested in the NRL. But they don't have a game to go to either way.
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Tell me why, for all the Lions and Swans successes over the last nearly three decades, it hasn't translated to larger viewing audiences in their home states. You're the "data analyst" so surely you can draw something from it.
 
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