NRL Considers Streaming Services for Broadcast Rights in Next TV Deal
National Rugby League (NRL) Chairman Peter V’landys has indicated a potentially unwelcome shift for fans. The league is exploring the option of selling broadcast rights in a segmented manner for its next lucrative television agreement. Streaming platforms such as DAZN, Netflix, and Amazon are reportedly among those vying for a share.
Aiming for Record Revenue
Following claims that the NRL has surpassed Australian Rules football as the nation’s most-watched sport, boasting 153.7 million viewers last season, the Australian Rugby League Commission chairman is optimistic about securing $3 billion in its forthcoming broadcast contract.
However, the methods the league might employ to reach this ambitious financial target are causing apprehension among supporters.
Fragmented Broadcast Model Under Discussion
Last month, V’landys confirmed that the NRL is contemplating dividing game coverage and selling rights separately. This strategy aims to instigate a competitive bidding environment involving free-to-air television networks, pay television providers, and streaming giants like Netflix, Amazon, and DAZN.
Currently, Channel Nine and Fox Sports exclusively hold the rights to broadcast NRL matches.
Engaging with streaming services would mirror models adopted by other major leagues, such as the NFL. The NFL notably sold its Thursday night games to Amazon in 2021, marking a precedent in gridiron broadcasting.
NRL supporters are expressing worries about potential increased costs to watch prominent players like Brisbane’s Reece Walsh (pictured) under the league’s next broadcast rights agreement.
While NRL fans are accustomed to paying to view stars like Nicho Hynes (pictured) on Saturdays, the league’s strategy for upcoming negotiations is already facing criticism.
Precedent from NFL and Fan Cost Concerns
The NFL has further expanded its streaming footprint by selling some games to Netflix, which is significantly investing in live sports content. Reports suggest that fans desiring to watch every NFL game may need to spend approximately $2500 in total.
‘We need to examine all possible formats, and this is one of them,’ V’landys stated.
‘The premier event is State of Origin, and there are other broadcasters showing interest.’
‘Ideally, we would prefer a comprehensive package, but observing the NFL’s approach – and their considerable success – we will analyze and monitor it.’
‘The priority is to maximize our financial returns.’
Balancing Revenue and Fan Accessibility
V’landys qualified his statements by affirming the league’s intention to avoid making the sport ‘unaffordable for the fans.’ However, the NRL aspires to achieve a substantial $3 billion from its next rights deal, with negotiations anticipated to commence within the next fortnight.
This figure represents a significant escalation from the existing $2 billion arrangement, which concludes at the end of 2027.
Should the NRL effectively divide key attractions like State of Origin and sell them individually to streaming platforms, financially-conscious fans could react negatively, similar to reactions observed in the AFL.
Australian Rugby League Commission Chairman Peter V’landys (pictured left with NRL CEO Andrew Abdo) has indicated the possibility of selling segments of the league’s schedule to streaming services.
The anticipated alteration is already being received poorly by football fans.
AFL Fan Backlash and Cost of Living Context
Australian Rules football followers and prominent figures in the sport have voiced strong objections this season. Supporters in Victoria, Tasmania, and the Northern Territory now face mandatory Fox Sports or Kayo subscriptions to watch live football on Saturdays for the majority of the season.
Legendary player and coach Paul Roos sharply criticized the AFL’s decision.
‘That is among the most illogical decisions I’ve heard from the AFL in many years,’ he commented.
‘I understand it’s a business, and they have numerous stakeholders to compensate – but I question… Am I mistaken here?’
‘How can you neglect the football public, who have invested considerable funds, particularly given the current economic challenges? This is a regrettable decision by the AFL.’
Foxtel executive Patrick Delaney asserted that Australians ‘consider paying for content as commonplace nowadays.’ However, fan reactions to the added expense during the ongoing cost of living crisis contradict this assertion.
NRL Fan Reactions and Streaming Concerns
NRL fans have been accustomed to subscriptions for Saturday games for years. However, news of the league considering streaming options that could impose further costs is already generating considerable disapproval.
Negative fan sentiment is emerging on social media platforms.
Fan Comments on Social Media
- ‘Horrific idea. NRL isn’t prominent enough, and nobody will subscribe to 3-4 different streaming services in the current economic climate,’ one fan posted on X.
- ‘Splitting broadcast rights across multiple streaming platforms will harm fans, forcing them to pay even more to watch games. The NRL is not comparable to the NFL,’ another added.
- ‘A decision to divide games among different streaming platforms will significantly decrease viewership per game. While some fans, like myself, might be foolish enough to subscribe to all, we will be a minority. Reduced viewership translates to reduced interest. Poor strategy!’ a third fan wrote.