A bold move by Kayo, the sports streaming giant, has sparked controversy just as the AFL season is about to kick off. Kayo has hiked its premium subscription price by a whopping $6 per month, leaving fans wondering if the additional games are worth the extra cost. But here's where it gets interesting...
With hundreds of millions of dollars invested in major sports, Kayo justifies the price hike, citing the need to cover the cost of sports rights and their ongoing investments in production and technology. And this year, the AFL season promises to be bigger and better with a State of Origin clash and an expanded finals series, including a wildcard round.
However, the move has not gone unnoticed by fans and industry experts alike. As of 2025, AFL fans in Victoria have already felt the pinch with home-and-away season matches being put behind a paywall, accessible only through Foxtel or Kayo. Now, with the price increase, fans across Australia are feeling the pressure.
"These changes reflect the cost of sports rights and our investments," a Kayo spokesperson stated. But is it enough to justify the price hike?
Kayo, once under the News Corp Australia umbrella, is now majority-owned by DAZN, which acquired Foxtel two years ago. Despite the ownership change, Kayo has maintained its standard tier price at $29.99 per month, while its premium subscription, allowing two simultaneous streams in 4K, now costs $45.99 per month.
Ronnie Issko, the boss of the AFL Fans Association, urges caution, highlighting the need for broadcasters and the AFL to consider the cost-of-living pressures faced by fans. "To grow the game and keep it accessible, we urge a freeze on prices. Affordable access will drive attendance and viewership, benefiting everyone in the long run," Issko emphasized.
The price hike by Kayo is not an isolated incident. Stan Sport, owned by Nine Entertainment Co, increased its prices by 19% in July after securing the English Premier League rights.
Kayo remains the top sports streaming service in Australia, with approximately 1.5 million subscribers as of late 2024. However, with Disney+, Paramount, and Stan Sport also vying for viewers, the streaming market is becoming increasingly competitive.
The AFL, too, has taken steps to keep ticket prices in check, freezing general admission prices for the seventh consecutive year at the MCG and Marvel Stadium. Additionally, entry-level tickets for the opening three weeks of the finals series have remained unchanged since 2016.
So, is Kayo's price hike a necessary evil to sustain the growth of sports streaming? Or is it a move that will push fans away? What do you think? Share your thoughts in the comments below!
