The next arena

Australians consume sport across a range of markets and platforms. Many Australians love to be entertained by sport, whether this is attending a live event or listening to or watching sport through the various broadcast and online options available.

Over-the-top (OTT) video-streaming platforms, with the ability to deliver sports content to many Internet-enabled devices, are increasingly challenging traditional sports broadcasting business models on satellite, cable, free-to-air (FTA) television and radio, creating new audiences and connecting viewers globally.

Some sporting organisations – particularly the major codes in Australia – generate significant revenue streams through broadcast rights deals, major events, merchandising, sponsorship activities, endorsements and branding.

Digital sport and e-sports are becoming increasingly popular, offering access to new activities in virtual environments. Some of these digital sport variants more recently supplemented or provided redundancy for cancelled real-world sporting events during the COVID-19 pandemic. At the same time, urban and adventure sports are engaging the next generation of sports fans as they become more visible and available to mainstream audiences.

Over the coming decade, we will see more sporting organisations and products compete for a share of national and global audiences. As a result, both established sporting codes and sports new to these markets will consider how to engage contemporary consumers and adjust their view of spectators to take advantage of the increasingly dynamic and diverse global media landscape.