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SBS World Cup viewership shatters records
15 Jul
Summary
- Over 17 million Australians watched the World Cup on SBS.
- Average audience of 1.3 million per match reached.
- SBS paid $30 million for broadcast rights of all 104 matches.
More than 17 million Australians have tuned into the FIFA World Cup on SBS, with each of the first 100 matches averaging 1.3 million viewers. Australia's 0-0 draw against Paraguay, which secured their progression, was the most-watched game, drawing 4.86 million viewers. SBS reportedly paid $30 million for the broadcast rights to all 104 matches, a figure considered a bargain compared to other major sports deals.
Despite this viewership triumph, SBS's Director of Sport, Ken Shipp, expressed concern about retaining the rights for future tournaments. The expanded 2026 FIFA World Cup will feature 104 games, a significant increase from the current 64, potentially driving up costs. Shipp highlighted SBS's strong, 40-year relationship with FIFA and its commitment to providing a free-to-air platform as key advantages in negotiations.
The tournament's success extended beyond traditional broadcasts, with SBS On Demand accounting for 55% of game views. The SBS Sport TikTok account saw explosive growth, gaining millions of followers. Shipp noted that audience numbers rival those not seen since 1994, with the convenient time zones contributing to the record-breaking engagement.
