Kayo reveals audience size and the sport that outperforms NRL & AFL
Over 40% of Kayo viewing has occurred outside of NRL, AFL, cricket
The quality of the Kayo sports content has pushed its subscriber numbers to 1m, Foxtel has revealed.
One weekend in April the platform live-streamed 372 events, including 37 concurrent live streams on a Saturday, providing over 1,700 live hours of sport.
Kayo chief executive Julian Ogrin spoke on Friday about the size of the audiences Kayo is now attracting.
“There isn't a sports streaming service with the live operations capabilities, depth and breadth of sport that you've just mentioned anywhere else in the world, let alone Australia,” said Ogrin.
“In the last month alone, we've had over 25 million hours streamed on Kayo which translates to over 24 hours watched per subscriber.”
Key sports for streaming customers
Ogrin: “Firstly, the tentpole sports are important – there's no getting around that. AFL, NRL, cricket, Formula 1, Supercars and NBA are all critical. As Patrick Delany said, the numbers we are seeing for these sports are unprecedented.
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“Over 300k unique users for AFL games and nearly 300k unique users on a weekly fixture NRL game.
“We are getting 150k for Formula 1 races at midnight.”
Kayo's Julian Ogrin
European Football, NFL, PGA Golf also rate well
“We know fans are consuming more sport, across more codes. They want convenience, and they want choice.
“No single sport on Kayo has accounted for more than 25% of viewing since launch and over 40% of viewing has occurred outside of AFL, cricket and League.
“Since launch, over 60% of accounts have watched more than one sport on Kayo; over 30% have watched five or more sports.”
Importance of women’s sport on Kayo
“We have WBBL, AFLW, women's hockey and NRLW. Next year, women's netball (including two games a week and the finals series on Freebies).
Analysing viewer data
“Not only do we have the audience data for each of the codes, but we also have the cross-over data – so we understand how different audiences are intersecting. All of this is helping us drive a more engaged and a stickier customer base.”
Nothing beats cricket on Kayo
“While the unique viewing figures for AFL and NRL are incredible, nothing beats cricket. We are getting over 500,000 users for an Australia v India match and this summer we are looking forward to what we will be a bumper cricket season hosting the Ashes on home soil in what will be a huge summer of cricket.”
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