The NRL’s bid to achieve a record broadcast deal has received a timely boost after the State of Origin opener became the most streamed program in Australian history.
NSW’s thrilling 22-20 win on Wednesday night had a total television reach of 5.771 million, with a total TV audience of 3.995 million, up 6.2 per cent year-on-year. The total television audience could even break through the magical 4 million mark once the exact kick-off and full-time numbers are adjusted.
The 1.521 million people who streamed the game is a record, beating the previous mark of 978,000 set in Origin III last year, which in turn surpassed the FIFA Women’s World Cup semi-final between the Matildas and England.
Fans continued to tune in following one of the most memorable finishes in interstate history, with a 54 per cent increase year-on-year for the post-game show, which enjoyed a rise of 128 per cent on 9Now.
The show is a fillip not only for the NRL but also Nine, the owners of this masthead, with negotiations over the game’s next broadcast deal heating up.
“Nine is the home of Rugby League, and last night’s State of Origin audience demonstrates the unmatched power of Nine’s connected live sport ecosystem to deliver truly national moments at scale,” said Amanda Laing, Nine’s managing director of streaming and broadcast.
“The record-breaking streaming audience on 9Now, alongside strong Total TV growth year-on-year, reflects the continued evolution of audience behaviour and the growing demand for premium live sport experiences across every screen and every platform.
“Importantly, it reinforces the strength of Nine’s Total TV strategy, combining the scale of mass audiences with the accessibility and engagement of streaming to maximise reach, fandom and commercial impact around Australia’s biggest sporting moments.”
NRL chief executive Andrew Abdo announced his resignation on Monday, a day before prospective rights holders made their initial pitches to be the official broadcasters of rugby league from 2028. Abdo, who will become the CEO of Tennis Australia, will stay on in his current role until July 15, with a view to signing off on the new TV deal prior to his departure.
Incumbent rights holders Nine and the DAZN-owned Foxtel are jockeying to retain the rights, with Seven and Amazon reportedly among the competitors.
ARLC chair Peter V’landys is spruiking the prospect of a $4 billion, five-year deal that would surpass the AFL’s record-breaking $4.5 billion, seven-year contract signed in 2025.
Wednesday night’s spectacle, and the record number of eyeballs that witnessed it, is a win for NRL, which boasts that rugby league is the most watched sport in Australia. It has also proved that Nine can retain and build audiences despite an increasingly fragmented media market.
There was also a healthy crowd at the ground, with 79,186 on hand at Accor Stadium for one of the epic interstate contests.
Man-of-the-match Nathan Cleary, who turned the result with a series of clutch plays, was on Monday still digesting what transpired.
“It doesn’t feel real at the moment,” Cleary said. “We’ll enjoy it and get straight back to work, we’ve still got two games to go. We don’t want to fall in love with ourselves. It was a great game to be a part of.”
Queensland led by 20 points after as many minutes, raising fears of a blowout and the prospect of viewers tuning out. However, the Blues produced the greatest comeback in Origin history when Cleary hoisted a bomb, which fullback James Tedesco regathered to seal a memorable victory.
“When the kick was up in the air, it felt like slow motion,” Cleary said. “I thought Teddy was going to get there and then I saw him bobble it and score, it was like, ‘Holy hell, what just happened?’ Amazing.”
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