Sports streaming prices soar, ads increase

Major sports streaming services in Australia have recently increased their subscription prices and incorporated advertisements, a shift attributed to the escalating costs of acquiring broadcasting rights. Nine and Stan's recent multi-year deal for Premier League rights, reportedly costing $120 million annually, exemplifies this trend. This significant investment solidifies the Premier League's high value in the Australian sports broadcasting market.

Across the Australian market, six of the eight primary sports streaming platforms have adjusted their base pricing upwards since the beginning of 2025. This period has also seen a notable change in advertising policies, with many services that initially promised ad-free viewing now offering ad-supported tiers. Disney+ is one exception, having reduced its base price but introduced an ad-supported option, aligning with a broader industry movement.

The extended Premier League deal for Stan, alongside existing long-term agreements for other major leagues, suggests a period of relative stability in terms of which entities hold the primary sports rights until at least 2031. This contractual landscape may limit new entrants but does not preclude ongoing adjustments to pricing and content offerings by existing providers.