The Ministry of Sport, in collaboration with YouGov Sport, have released promising numbers regarding the A-League Men’s digital engagement.
In a study done by YouGov where they analyse every major Australian Men’s sporting league, 2,700 sports fans answered questions regarding their digital consumption of each of the seven major sporting leagues.
Between the ages of 18-34, the A-League is the second most engaged league in the country, sitting only behind the AFL.
In the 18-34 age range, the data extrapolated the total number of digital engagers to be around 1.53 million whilst the 35+ age group surpassed 2.7 million but was in 4th place behind the NRL, BBL and AFL.
The data showed that 15% of Australian sports fans aged 18-34 regularly streamed the A-League Men whilst 19% of the demographic follow the league on its respective social media channels.
7% of Australian sporting fans in this age range visited the official website in the last 30 days which sat second again behind the AFL and 9% claimed to regularly use the A-Leagues official app on their phone.
The APL were on high alert after the incredibly disappointing 2021-22 season that saw the average attendance hit an all-time low of 5,353 with eight of the clubs in the league experiencing all-time lows in that same season.
After adjusting kick-off times and improving the schedule to suit fans better, the league in 2023/24 currently averages 8,087 fans in attendances, which is the highest figure since COVID.
According to the Ministry of Sport, the league saw a growth of 31% in the A-League’s Men’s viewership numbers (aggregate minutes watched) and 63% in the A-League Women’s across the 2022/23 season.
It’s anticipated that it has only grown again following improved attendance numbers and now the digital engagement statistics proving that there is plenty of interest.
This is all excluding the fact that the A-League Women’s competition saw a surge in digital viewership, memberships and broke attendance records both single game and season average.
According to the APL there are over 10 million football fans and it’s important that the league converts those that majorly follow the European leagues into ones that support locally whether that is at the ground or digitally.
There are promising signs ahead for the future of this league but only if they can properly capitalise on the uptick in popularity through intelligent marketing and delivering a high-quality product on the pitch in years to come.