State or Origin biggest ever live BVOD audience

More viewers than ever turned to 9Now as the Blues down the Maroons.

2021 State of Origin Game 1 has achieved the highest ever Live Broadcast Video on Demand audience at 280,000, up +56% Year on Year.

This equates to 32.4 million minutes (+60% YoY) and 776,000 stream starts (+36% YoY).

This follows the game attracting 1.91m metro viewers, plus 797,000 in Regionals.

Brent Williams, Nine’s Director of Sport, said: “We’re thrilled that so many viewers tuned into last night’s broadcast of State of Origin across both Nine & 9NOW. At its peak, more than 3 million Australians were watching this great rivalry play out on our linear broadcast, making it the most watched program of the year and an increase of 13% on last year’s game one.”

BVOD Average Audience YoY


Total Streams YoY


Total Minutes YoY


STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 1ST -PRE MATCH 112,000 +99% 364,000 +70% 7,723,000 +92%
STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 1ST -MATCH 280,000 +56% 776,000 +36% 32,443,000 +60%
STATE OF ORIGIN RUGBY LEAGUE QLD V NSW 1ST -POST MATCH 82,000 +52% 238,000 +37% 5,459,000 +61%
TOTAL / AVERAGE 158,000 +64% 1,422,000 +47% 45,856,000 +66%

Source: OzTAM LIVE VPM, 09/06/2021 v 04/11/2020, includes co-viewing on connected TV devices, 9 June 2021 based on pre logs


3 Responses

  1. BVOD is the future – why? It delivers demonstrated analytics and data that people are watching and commercial ads can be targeted correctly at the right demographics. I just wish they would stop stop converting interlaced content to progressive……

  2. the more people get used to online, and when the government can provide a reliable and cheap NBN (or most likely other companies like Starlink). FTA will disappear, it may take another 10 years but these results show people are moving across

    1. There is going to be more competition and not less as far as SVOD is concerned.
      The big US studios are steadily moving their content to global streaming sites and also acquiring other media assets as well to expand their SVOD content, FTA will find it tough to compete in that market.
      Now that sports streaming is expanding FTA sports coverage does look limited, but while Sportsbet sponsorship is allowed it will never be removed completely, it’s too important for advertising revenue.

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