Kayo Announces Premium Subscription Price Increase Before 2026 AFL and NRL Seasons
Kayo has announced a significant price hike for its premium subscription service, effective just before the 2026 AFL and NRL seasons kick off. Fans will now need to pay an additional $5.99 per month for the streaming platform's marquee product, raising the cost from $40 to $45.99.
Exclusive Broadcasting Rights and Investment Justifications
This price adjustment follows the renegotiated AFL television rights deal, which commenced at the start of the 2025 season. Under this agreement, Foxtel and Kayo now hold exclusive broadcasting rights for Saturday's regular-season matches in Victoria and Tasmania, as well as nationally during the first eight rounds of the season.
A spokesperson for Kayo explained to The Age that the new pricing structure reflects the company's ongoing investments in both the quantity and quality of sports content available on its platform. This statement was reinforced by Foxtel Group CEO Patrick Delaney, who highlighted during the brand's annual Parliamentary Showcase that the broadcaster continues to invest $1 billion into sports rights and production. This includes a substantial $130 million dedicated to producing local sporting content.
'These changes reflect the cost of sports rights in Australia and internationally and our continued investment in production and commentary, and cutting-edge technology,' a Foxtel spokesperson told The Age.
Subscription Tiers and Fan Backlash
While the premium subscription has seen a price increase, Kayo's standard streaming package will remain at $29.99 per month. The premium plan offers enhanced features, allowing subscribers to watch on two devices simultaneously and stream games in 4K resolution. In contrast, the standard package restricts viewing to one device and does not support 4K streaming.
Despite these justifications, the price hike has sparked considerable backlash among footy fans. Media analyst Steve Allen from Pearman Media warned Yahoo Sport that this move could lead to a loss of subscribers. 'Definitely a loss of subscribers will follow,' Allen stated, pointing to the broader economic context of potential interest rate increases by the Reserve Bank of Australia and the ongoing cost-of-living pressures affecting the public.
Social media reactions have been overwhelmingly negative, with many fans expressing frustration and considering alternative viewing options. One Reddit user commented, 'So $500 a year for Kayo, I feel like they have shot themselves in the foot here, a lot of people will look to other places.' Another added, 'Annoying. I only watch AFL on Kayo for the season and then cancel, which is generally 7 months. $200 is getting steep.' Some fans have even suggested that it might now be more economical to watch games at local pubs rather than maintain their subscriptions.
Future Outlook and Industry Impact
Looking ahead, Kayo plans to bolster its AFL coverage with new content, including the AFL Origin clash between Western Australia and Victoria in February, ahead of an expanded premiership season featuring a wildcard weekend. Delaney emphasized that the broadcaster's investments support various sports ecosystems, stating, 'Our investment flows through the system – back into rugby league, Australian football, netball, cricket, supercars – to support athletes, pathways, grassroots clubs, facilities, and participation.'
However, the price increase raises questions about the sustainability of such models in a competitive streaming market and amid economic challenges. As fans weigh their options, the impact on Kayo's subscriber base and the broader sports broadcasting landscape will be closely monitored in the coming months.
