Leading Brands in Australia’s Sports Entertainment Category: Q1 2025 Overview

In the dynamic world of sports entertainment, several brands have established a commanding presence in Australia. This article delves into the performance of leading brands such as Kayo Sports, the Australian Football League (AFL), and the National Rugby League (NRL) during Q4 2024 to Q1 2025. Leveraging Sensor Tower’s comprehensive data, we explore audience trends, app engagement, and advertising strategies.

Kayo Sports

Kayo Sports, accessible via kayosports.com.au and the Kayo Sports app, continues to dominate the sports streaming market.

• Audience Trends: The monthly deduplicated audience showed a significant increase in March 2025, reaching over 2.5M. The audience was evenly split between app and web, with a slight preference for the app.

• App Engagement: Monthly active users on the Kayo Sports app increased steadily, peaking at over 540K in March 2025, reflecting a growing mobile market.

• Ad Spend & Channels: Kayo Sports significantly ramped up its monthly ad spend in March 2025, exceeding $1M, with Facebook and YouTube being the primary channels for impressions.

Australian Football League (AFL)

The AFL maintains a robust digital presence through afl.com.au and the AFL Live Official App.

• Audience Trends: March 2025 saw a substantial increase in unique visits, with the website attracting over 21M monthly visits, indicating heightened interest as the season progressed.

• App Engagement: The AFL Live Official App experienced a surge in monthly active users, surpassing 840K by March 2025, showcasing strong app engagement.

• Ad Spend & Channels: AFL's advertising efforts intensified, with March 2025 monthly ad spend reaching over $430K, predominantly on Facebook and Instagram.

National Rugby League (NRL)

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

• Audience Trends: The monthly deduplicated audience grew significantly in March 2025, with over 870K users, indicating a balanced web and app presence.

• App Engagement: The NRL Official App maintained a stable monthly active user base, hovering around 190K in March 2025, reflecting consistent user engagement.

• Ad Spend & Channels: NRL increased its monthly ad spend to over $130K in March 2025, focusing heavily on Facebook and Instagram for maximum reach.

Conclusion

The sports entertainment landscape in Australia is vibrant and competitive. Brands like Kayo Sports, AFL, and NRL leverage diverse platforms to engage their audiences effectively. Sensor Tower’s unparalleled ability to provide detailed insights into cross-platform user behavior highlights the critical role of web and app data in understanding market trends. For more detailed insights, explore Sensor Tower’s Web Insights, Pathmatics, and App Performance Insights products.