How will the great game be consumed post 2021?
Now that Fox Sports has heavily decreased their financial support of the game, the long-standing partnership between sport and broadcaster will most likely end at the conclusion of next season.
Some people will see this as the end of the sport as we know it on Australian shores, while others will see it as the game finally being freed of its cable TV shackles, and this now presents a great opportunity for the code as a whole. I, for one, very much subscribe to the latter view.
Now is the time for the game and its administrators to take a leap of faith, to back the game and themselves, and to invest in its own OTT streaming platform, whether it be on the existing My Football app or FFA TV.
If this is executed correctly, the opportunities are endless.
Imagine watching A-League and W-League and second division games on a Friday, Saturday and Sunday, a wrap-up show on the Monday, FFA Cup on the Tuesday and Wednesday, and a football show on a Thursday night with the upcoming teams, and having players, coaches, administrators and fans all debating the action, both on and off the field, debating tactics and possible transfers.
(Photo by Mark Brake/Getty Images)
The platform could also show Young Matildas and Young Socceroos games (assuming the seniors are tied up to a broadcaster), state championships of all junior age groups, plus all the top NPL games from across the states and territories, all on a weekly basis.
That sort of line-up would be every football fanatic’s dream, and if done properly, and with the right sponsors on board, who would help pay for the production costs, this could very well become a reality in the next 12 to 24 months.
In terms of the revenues to pay for all this, which is obviously the big question mark here, I’ll admit that I don’t have all the answers.
But I’m thinking if this platform could charge $20 a month (this is an arbitrary figure), not too many football people would think twice.
At that monthly figure, if the game could get 250,000 subscribers – a realistic target – that would bring in $60 million per year, plus all the added sponsors, plus any simulcast deals on ABC, Optus, YouTube, Facebook, Twitter, and whoever else would be interested in acquiring the rights.
Plus they could also look to branch out into some of the larger south-east Asian countries like Indonesia and the Philippines, perhaps even with commentary in those tongues.
On a side note, I love the media coverage that Optus Sport provides for the game, and would also love to see them take up the domestic rights, but I’ve written this piece thinking that this will not happen.
With the right people, and the right approach, this OTT platform can be done successfully.
The game has unfortunately pandered to broadcasters for long enough, where all the ongoing decisions always put the game last (a summer comp, played in boiling temperatures, engineered and modified fixtures, shortened season window to suit them, the list goes on).
The time has come for the game to think big, to look after itself and to go after its objectives, which is obviously to grow and ultimately to reach its potential in this country.
Roberto Bettega
Roar Rookie
David It does sound a wee bit ambitious, especially that number having to pay $240 per annum. For example, last night, WU vs Wanderers got an audience of 14k on Fox, and Wanderers are considered as one of the biggest clubs in Australia.
asanchez
Roar Guru
Roberto, yes Optus can and may well get heavily involved. I for one hope that happens. But my point is, for the FFA not to be at the mercy of one player anymore, as it has been for the last 15 years, they need to get their own house in order, think for themselves and get setup for the next 5-10 year cycle. Optus for example may only be willing to show the games, but they may only want to pay $15m per year, and Foxtel probably isn’t even interested anymore, so again we may only have 1 suitor, who may not be willing to pay what the game needs to survive. That’s the key issue here. That’s why I’m going down the line of their own OTT platform. Yes it’s a risk, but the time has come. And from there of course there can be separate deals, eg; 1 game to one channel, a second game to another broadcaster and so on. The more revenue the better.
asanchez
Roar Guru
David, That figure was made up, but it was based on the number of football participants we have country wide, which is just shy of 2 million. So my guestimate was a 12.5% conversation rate of those participants, yes big number I know, and maybe not realistic in year 1, but I think a realistic goal to achieve in the short to medium term. My point is we have the numbers in terms of our base, if we go things correctly We can bring people along, and make this happen.
David Shilovsky
Expert
How did you come to 250k subscribers? I understand you're speculating to some extent, but I've got to say that sounds very ambitious. I don't think any A-League game on Fox Sports has hit that number.
Coastyboi
Guest
An enjoyable read. Welcome back. Your first article since 2017, where you correctly predicted concerns with the FFA.
chris
Guest
Thanks for the article. The sooner this happens the better. Football needs to get away from the half a *rsed approach currently being inflicted on us by Fox. Programs that gives us a background to the players, tactical discussions, etc etc.
Kevin
Roar Rookie
I’m glad you mentioned ABC. I agree with the idea of FFA TV, but it must include a free to air deal to stay on the commercial market.
Jordan
Guest
woops, OTT.
Jordan
Guest
An OOT would also allow you to give access to one game a week for free to consumers, similar to Optus' Free Seat Match. So it could serve the FTA purpose as well. The prime time Saturday night match every week presumably, featuring the match of the round (i.e. Derbies). You could then do similar with FFA Cup matches at official's discretion. Finals should be on FTA (SBS!) but free on the app as well. To access this, you would still need to sign up and have a profile with the app, albeit one that doesn't have a paid subscription. This then allows the A-League to market and advertise to more than just subscribers, and coaxe people over to the paid subscription. I think this concept is huge in the context of a potential OOT platform.
pete4
Guest
Optus Sport would be the ideal destination with A-League, Premier League, UEFA Championships League all together But I like the idea of FFA TV and if you look at the states with NPL.TV seems achievable then content sold on to pretty much anyone
Lionheart
Roar Rookie
No reason why OPTUS won't get involved. But someone has to produce it in the first place. Maybe Optus (or whoever) take half the A League games, one or two per week to FTA and leftovers go with the NPL on FFA's streaming app. There's an offer out to Roar (and I assume all club members) to take up Kayo for the next two months for $5. While I've got Foxtel, what's the point?
Roberto Bettega
Roar Rookie
The only way this works is if the content is being sold to someone like Optus. If it's not getting on-sold, then having to rely solely on people spending $240 per annum to subscribe to FFATV seems a long shot to me.
Stevo
Roar Rookie
Agree and there could be a range of different models that would benefit the game. I for one don't want to have to subscribe to yet another streaming service if possible. I would prefer to see an increase in my Optus Sport subscription for the benefit of seeing Australian football. That could be that FFA/A-league on-sells the content (match day video, etc) to Optus Sport who can wrap additional value around it like having Simon Hill and others providing pre,mid and post game analysis. Of course the content could/should be streamed on other channels for a fee. Anyway, exciting times IMO.