Kayo Subscription Hike Burdens AFL Fans Amid TV Deal
In the heart of Australia's sporting calendar, AFL fans are feeling the pinch from a significant price increase on Kayo Sports subscriptions. As of February 2026, the premium tier has jumped by $6 per month, bringing the total to $35.99. This move, tied directly to the league's lucrative broadcast agreement, underscores the growing tension between fan accessibility and the escalating costs of sports rights.
The AFL's Monster Broadcast Deal: A Double-Edged Sword
The Australian Football League (AFL) inked a groundbreaking $4.5 billion, seven-year deal with Foxtel and the Seven Network, aiming to maximize revenue while consolidating viewing under a pay-TV umbrella. This agreement, which kicked off last year, promised comprehensive coverage—including all nine matches per round on Kayo—but at what cost to supporters?
Previously, Saturday afternoons on free-to-air Seven were a staple for AFL viewing. Now, with horse racing and news filling those slots, fans must turn to Kayo or Foxtel for full access. The introduction of 'Super Saturday' last season already forced many into subscriptions, and this latest hike feels like salt in the wound during a national cost-of-living crisis.
Breaking Down the Price Changes
Kayo's standard plan holds steady at $29.99 monthly, offering single-device streaming. However, the premium option—essential for households wanting dual-device access and 4K quality—has risen sharply. Kayo attributes this to 'the cost of sports rights in Australia and internationally,' plus investments in production, commentary, and tech upgrades.
Yet, critics argue this rationale falls flat. Last year's deal already prompted a price adjustment when Kayo began streaming every AFL game. Additional perks like the State of Origin match and wildcard weekends are cited, but these will air free on Seven, diluting the justification for the increase.
Fan Backlash and Economic Realities
AFL enthusiasts, from die-hard Melbourne supporters to casual Perth viewers, are voicing frustration. Social media is abuzz with complaints about affordability, especially as household budgets strain under inflation and rising essentials. One fan tweeted, 'Just when I thought I could afford to watch my team, Kayo pulls this. AFL, where's the fan-first approach?'
This isn't isolated to Kayo. Competitors like Stan Sport hiked fees by 19% after snagging English Premier League rights, while global giants Netflix, Amazon Prime, and Disney+ have doubled prices since Australian launches. But AFL's unique position—demanding near-total subscription for complete coverage—amplifies the impact. Unlike soccer or movies, footy is a cultural cornerstone, making boycotts unlikely but resentment real.
Comparing Kayo to Other Streaming Services
To contextualize, Kayo's premium now rivals mid-tier Netflix plans but offers niche sports depth. Stan Sport's EPL bundle costs around $25 extra on top of base fees, totaling over $40 monthly. Foxtel, Kayo's parent ecosystem, bundles more channels but at higher entry points. Free-to-air remnants on Seven provide highlights, yet miss the full immersion fans crave.
For budget-conscious viewers, alternatives like VPNs for overseas streams or shared accounts emerge, though legally murky. The AFL's structure funnels fans into this paywall, raising questions about equity—rural or low-income supporters may miss games entirely.
The AFL's Role in the Rising Costs
Blame doesn't rest solely with Kayo. The league prioritized revenue over broad access, concentrating rights in one ecosystem. This mirrors global trends—NBA and Premier League deals similarly burden fans—but AFL's community ties make it sting more. Commissioner Gillon McLachlan has defended the deal as sustainable for clubs, yet fan voices demand balance.
Looking ahead, the 2026 season introduces more wildcard games, potentially justifying further hikes. But with economic headwinds, the AFL risks alienating its base. Initiatives like affordable family plans or expanded free-to-air could mitigate fallout.
What's Next for Kayo and AFL Viewership?
Kayo promises enhanced features, including better commentary and tech, but fans want value, not excuses. As negotiations for post-2030 rights loom, pressure mounts for diversified broadcasting. For now, AFL die-hards face a stark choice: pay up or settle for partial coverage.
In this evolving landscape, Everythiiing.com will track subscription trends, fan reactions, and potential AFL responses. Whether this hike boosts retention through quality or sparks a viewing exodus remains to be seen.
This development highlights broader streaming woes: as sports rights inflate, who pays the bill? AFL fans, it seems, are footing a hefty share.
