Kayo Sports has released the first information on Australian sports fans’ engagement with the multi-sport streaming service.
Time spent on Kayo reached about 8.5 hours of weekly user viewing in June driven by the Cricket World Cup with the average customer watching six of the 50 different sports available on Kayo each week.
The recent Cricket World Cup delivered Kayo its biggest audiences since launch with nearly eight million hours of cricket content streamed across the six-week competition.
An average of 175,000 watched Australia’s matches, with 187,000 watching India’s matches, with the most-watched game being the New Zealand v England final with 220,000 users, followed by the Australia v England match on 25 June with 219,000 users.
Across other codes, AFL fans are watching an average of 3.5 hours each week, with some regular-season games reaching over 100,000 users including the West Coast v Richmond clash on 18 August watched by 130,000 users.
NRL fans were also watching an average of 3.5 hours each week, with some regular-season games reaching nearly 70,000 users.
Kayo stated Rugby is drawing large audiences ahead of this month’s Rugby World Cup with more than 80,000 watching the first Australia v New Zealand Bledisloe Cup Game on 10 August.
“To have streamed over 25 million hours of content in just three months with customers watching over 8 hours a week and cricket matches reaching 220,000 users is massive," Kayo CEO Julian Ogrin says.
In international sport, the NBA Finals drove big numbers on Kayo, highlighted by Raptors v Warriors Game 6 reaching 113,000 users.
In Tennis, Aussies got behind Ash Barty’s maiden Grand Slam victory with 64,000 users watching her take out Roland-Garros.
Formula 1 has also delivered strong results, highlighted by over 75,000 users watching the German Grand Prix.
A recent update on subscriber growth, since Kayo’s launch in November 2018, showed that subscriber numbers had grown to 382,000 as of 30 June, of which 331,000 were paying.
Ogrin says the team is also working on the "complex task" of combining Kayo’s user viewing numbers with Foxtel’s OzTAM viewer data to show the combined reach for the purpose of engaging with advertisers.
“For example, the Richmond v West Coast AFL match on 18 August reached an audience of 628,000 across FOX SPORTS, Foxtel Now and Foxtel GO, making it the third most-watched Sunday game on Foxtel this season,' Ogrin says.
"When you add Kayo’s 130,000 unique users, the Foxtel Group is reaching a very large and diverse audience.
“The team has built a fantastic product and platform that can deliver an average of 400 live-streamed, high-definition events across any weekend. And as more and more Aussies stream content, we will continue to optimise the service to ensure we are always delivering the highest streaming quality possible."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.