Free sport as Kayo looks to boost subs, advertisers

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Majority News-owned sports streaming service Kayo plans to experiment with a freemium paywall next year, allowing some content to be viewed by non-subscribers.

The Australian subsidiary of pay-TV company Foxtel, launched almost two years ago, is thought to be easing restrictions as a means of building its subscription and advertiser base.

Chief executive Patrick Delany has announced that the "freemium element" could include some live sports, starting with selected Supercars races, plus match repeats, clips, shows and statistics.

"We see this as a way for consumers to experience Kayo without a credit card and a way for subscribers to continue their Kayo experience if they paused their subscription after a big event or at the end of their favourite sports season," said Delaney (pictured). "This is a game-changer in subscription television and another opportunity to deliver advertisers even greater premium reach."

Benefits in the advertising market are thought to be considerable as Kayo's sports audiences grow.

Last month, Foxtel said its coverage of the NRL, AFL and motorsports had driven sports subscribers to almost two million, while Kayo had turned 600,000 paid subscribers following the resumption of live sport at the end of May.

News Corp owns 65 per cent of Foxtel, with the balance held by Telstra.

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DIGITAL | TV, VOD, PODCASTS & AUDIO
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