Leading Sports Entertainment Brands in Australia: Q3 2024 Overview

Introduction

The sports entertainment industry in Australia is thriving, with key players like Kayo Sports, the Australian Football League (AFL), and the National Rugby League (NRL) leading the charge. In Q3 2024, these brands exhibited remarkable cross-platform engagement and strategic advertising initiatives. Leveraging Sensor Tower’s comprehensive data offerings, we analyze their performance trends from Q2 to Q3 2024.

Kayo Sports

Kayo Sports is a dynamic OTT platform known for its extensive sports streaming services, available on kayosports.com.au and the Kayo Sports app.

• Audience Trends: Kayo Sports maintained a stable monthly deduplicated audience above 2M throughout the quarter. Although the website saw a decline in unique visits from over 1.3M in July to around 1.2M by September, visits per unique visitor increased, suggesting deeper user engagement.

• App Engagement: The app's monthly active users remained steady at approximately 570K, highlighting a solid user base and consistent engagement.

• Ad Spend & Channels: In August, Kayo Sports experienced a significant spike in monthly ad spend, reaching nearly $490K, with impressions surpassing 90M. Facebook and Instagram were dominant channels, contributing to the majority of impressions.

Australian Football League (AFL)

The AFL boasts a substantial digital footprint through afl.com.au and the AFL Live Official App.

• Audience Trends: The AFL’s website maintained strong monthly unique visits, peaking at over 840K in September. The monthly deduplicated audience consistently exceeded 1.6M, underscoring robust cross-platform engagement.

• App Engagement: The app experienced a slight decline in monthly active users, ending September with around 870K, indicating seasonal fluctuations possibly linked to the league schedule.

• Ad Spend & Channels: In September, the AFL increased its monthly ad spend to over $550K, with impressions nearing 120M. Facebook and Instagram remained key platforms, delivering the highest engagement.

National Rugby League (NRL)

NRL’s digital ecosystem includes nrl.com and the NRL Official App.

• Audience Trends: The website experienced a decline in monthly unique visits, from over 960K in July to about 740K in September. However, the monthly deduplicated audience remained stable above 890K.

• App Engagement: The app maintained a consistent monthly active user base with around 190K, demonstrating steady engagement levels.

• Ad Spend & Channels: NRL’s monthly ad spend was more conservative compared to its peers, peaking at around $180K in August, with Facebook as the primary channel delivering the majority of impressions.

Conclusion

Kayo Sports, AFL, and NRL have shown their capacity to engage and expand their audiences across various platforms in Q3 2024. Sensor Tower’s unparalleled data insights, including Web Insights, Pathmatics, and App Performance Insights, provide a comprehensive view of their strategies and performance. As these brands continue to innovate, their digital strategies will remain pivotal in shaping the sports entertainment landscape in Australia. Explore Sensor Tower’s data-driven analytics to gain a competitive edge in strategic decision-making. Learn more about our offerings.