The pandemic not only disrupted global sport schedules, but fundamentally changed the way fans consume sport. A recent study conducted by Disney in the United States found 86% of sports streamers changed the way they view sports in the past year. More than two thirds of respondents (68%) said they’ve become more passionate about a new sport discovered via streaming.
US sports are attracting large-scale audiences in Australia
ESPN is at the centre of that newfound passion, with viewers increasingly tuning into an ever-expanding ESPN content slate of premiere sporting properties from across the globe as well as locally in Australia and New Zealand.
Sports fans have more choices than ever before and are electing to watch a wider variety of content. Whilst older Australians continue to consume their traditional sports, younger fans are broadening their interests.
Basketball is increasingly resonating with Australian viewers more than ever. ESPN total audience for the 2021-22 NBA season was up 40% year-on-year, delivering record ratings. Game Six of the NBA Finals between the Golden State Warriors and Boston Celtics was ESPN Australia’s most viewed NBA game of all time.
ESPN is the undisputed destination for basketball content in Australia as ‘Your Home for Hoops’, with a content slate that includes even more NBA action, including every game of the NBL, along with the WNBA, NCAA and exclusive coverage of FIBA International Basketball – which includes the 2022 FIBA Women’s World Cup and 2023 FIBA Men’s World Cup.
Whether it is to witness the feats of LeBron James, Steph Curry or the Australian Boomers and Opals take on the world – ESPN is the place to see it all. But it is not just basketball seeing tremendous growth, the National Football League has also experienced an incredible rise in interest and viewership on ESPN.
The NFL’s audience on ESPN grew by almost 50% this year, culminating in the era-defining cultural moment that was Super Bowl LVI in Los Angeles. For the first time, combined total reach across free-to-air, subscription TV and streaming services surpassed two million people – an incredible number for a Monday morning in February.
The growth of US sports in Australia is also spurring on audience growth in local leagues such as the National Basketball League, which signed a landmark long-term broadcast deal with ESPN in 2021, resulting in substantial audience growth.
The NBL attracted a hugely improved audience for its 2021-22 season, with viewership of the Grand Final series involving the Sydney Kings and Tasmanian JackJumpers up astronomically year-on-year.
ESPN’s unique young, new-age audience
Streaming and the enhanced US sports programming on ESPN is attracting new-age and highly engaged sports fans at scale. This audience is unique to ESPN. Not only are they consuming content differently, these new fans of US sport are generally younger, male skewing and typically fall into the 18-44 demographic, with streaming being their preferred way of consuming sports content.
According to Roy Morgan, ESPN delivers the highest proportion of M18-44 compared to any other Sports Streaming Network.
ESPN streams supreme
ESPN’s range of US sports are becoming a regular part of the Australian fan’s day-to-day viewing habit, supported by a successful partnership with streaming service Kayo Sports.
More than 65% of ESPN’s audience is now made up of streamers. In May 2022, fans streamed more than four million hours of ESPN content, up 82% year on year.
Even with streaming reigning supreme, ESPN’s audience is still watching on the biggest screen in the house. More than two-thirds (67%) of ESPN content on Kayo is consumed via connected TV.
New ways of reaching ESPN’s streaming fans
Marketers and advertisers can reach and target ESPN’s highly valuable streaming audience of young Australian sports fans at scale through a new dynamic ad insertion (DAI) platform on Kayo Sports. Traditionally ads appearing on ESPN broadcast feeds on Kayo Sport have been the same as the subscription linear TV feed. The availability of DAI means media buyers can now access ESPN Digital SVOD inventory directly and exclusively from the Disney Advertising Sales team.
Nik Weber, Commercial Director at Disney Advertising Sales for Australia and New Zealand, said: “ESPN serves sports fans anytime, anywhere; and our Disney Advertising Sales team operate under a similar philosophy for advertisers.
“ESPN fans are increasingly consuming our sports content via streaming platforms, so we’re evolving our ad products to better serve brands and marketers with more targeted ways to reach and engage with our valuable audiences.”
Disney Advertising Sales is now selling ESPN SVOD inventory on Kayo Sports. To get in touch with a member of the Disney AdSales team, visit.