Australia: Less Online Interest, More In Person Attendance

There's a shift happening in Australia regarding online interest in US sports, at least according to Google search trends. Since 2022/23, interest in major US sports like the NBA, MLB, NFL, and NHL has been declining as we enter 2025.

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Intrigued by this trend, we initially suspected social media might be the culprit. After all, Google's natural competitors are platforms like Instagram, TikTok, Facebook, and even its own YouTube Shorts. However, this theory doesn't hold up. TikTok's popularity surged in late 2018, and YouTube Shorts launched in late 2020. If anything, the rise of these platforms seemed to coincide with, or even bolster, interest in US sports.

Even the previously consistent growth in interest in Australian rules football (AFL) and rugby league (NRL) has plateaued and reduced slightly in recent years.

While it's important to avoid jumping to conclusions (correlation doesn't equal causation), such a nationwide shift prompts the question: what could be driving this change? We considered various factors, from elections and climate change to floods and fires, but these tend to be localised and short-lived in their impact. In fact, one could argue that significant events like elections or natural disasters might even increase interest in sports as a form of escapism.

The most compelling national issue that aligns with this change is the ongoing cost of living crisis. However, it's not the beginning of the crisis we're focusing on, but rather the cumulative effect of several years of economic pressure.

As widely reported, Australians are cutting back on discretionary spending, including streaming services. According to NAB Personal Banking Executive Kylie Young, "Younger Australians are hitting pause on streaming services and choosing spending control rather than their remote control… With so many streaming platforms and so much content split across different services, Australians are prioritising what they want to watch and how much they want to save.” NAB data indicates that more Australians are reducing their streaming subscriptions now compared to mid-year (+4%) and since the start of 2023 (+9%), saving an average of $32 per month, with savings reaching $38 per month for those under 30.

Live attendance hits new highs

Interestingly, this decline in online interest isn't mirrored in live event attendance. While year-on-year growth slowed slightly in 2024 compared to 2023, both the AFL and NRL broke all-time attendance records in 2024.

Perhaps we're seeing a shift towards more selective online engagement, or perhaps there's simply less need to search online for AFL and NRL games when more people are attending them live.

Perhaps ironically, what isn't happening is a similar decline in attendance numbers for AFL and NRL. While year on year growth slowed in 2024 compared to 2023, the AFL and NRL both broke their biggest all-time attendance records in 2024.

Perhaps we're seeing a shift towards more selective online engagement, or perhaps there's simply less need to search online for AFL and NRL games when more people are attending them live.

The trend of prioritising live experiences is well-documented. As reported by LivePerformance.com.au in October 2024, Australians attended live performances in record numbers in 2023, with contemporary music festivals alone attracting over 2 million attendees and generating $355.1 million in revenue. This trend is expected to continue, as evidenced by The Australian Open setting a new attendance record of 1,218,831 in 2025.

Will this decline in online interest in US sports continue?

It's likely but perhaps for different reasons, and that might not be entirely negative. Excitingly, both the NBA (2025) and the NFL (2026) are bringing games to Australia.

The NBA, in partnership with the Victorian government, will host at least one exhibition game in Melbourne in October 2025, and the NFL's Los Angeles Rams will play in Melbourne in 2026. This will undoubtedly generate significant interest and positive PR.

So, where does this leave the future of sports interest in Australia?

While online interest in US sports may be waning, the concurrent rise in live event attendance demonstrates a renewed enthusiasm for experiencing sports firsthand. This is ultimately a positive development for clubs and governing bodies.

However, decreased online search interest presents significant challenges for marketers in the sports industry. As fewer fans actively search for information online, traditional digital marketing strategies become less effective. This intensifies online competition and increases advertising costs as sports organisations vie for a smaller pool of online attention. Marketers must adapt to this changing landscape and explore new avenues to engage fans and drive interest.

Increased Competition. With fewer organic searches driving traffic, paid advertising becomes crucial. This will drive up the cost-per-click and cost-per-acquisition, making it more expensive to reach potential fans. Marketers will need to be more strategic with their ad spend, targeting specific demographics and leveraging data-driven insights to maximise ROI.

The Need for Innovative Strategies. Traditional SEO and content marketing strategies can become far more effective, but need excellent strategies and engaging content to do so. Marketers need to explore innovative approaches, such as influencer marketing, social media engagement, and personalised content delivery, to capture the attention of a more passive online audience. Focusing on short-form video content, interactive experiences, and building online communities will be essential.

Emphasis on Experiential Marketing. The shift towards live event attendance highlights the importance of experiential marketing. Marketers need to create engaging and memorable experiences at games and events to foster deeper connections with fans and build brand loyalty. This could involve interactive fan zones, exclusive VIP experiences, and personalised activations.

Leveraging Data and Analytics. Understanding fan behavior and preferences is crucial for effective marketing. Marketers need to leverage data and analytics to personalise their messaging, target specific audiences, and measure the effectiveness of their campaigns. Investing in robust data analytics platforms and skilled data analysts will be essential.

Rethinking Sponsorship Strategies. Sponsors also face challenges in this evolving landscape. Traditional sponsorship models, which often rely on online visibility and brand awareness, may need to be reevaluated. Sponsors should focus on creating mutually beneficial partnerships that offer tangible value to fans, such as exclusive access, discounts, and unique experiences. Integrating sponsorships with experiential marketing initiatives will be key.

Measuring Return on Investment. Demonstrating the return on investment for marketing and sponsorship activities will become even more critical. Marketers will need to develop robust measurement frameworks that track both online and offline engagement, as well as the impact on ticket sales, merchandise sales, and brand loyalty.

By embracing innovation, leveraging data, and focusing on experiential marketing, supported by strong SEO, Marketing Automation and Social Media marketers in sports organisations and their marketers with sponsor organisations will find growth and have the ability to engage fans effectively.

A strong digital strategy, guided by a skilled agency partner, is no longer a luxury, but a necessity for survival and growth in this competitive market.

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