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Kayo Price Hike: How Australian Football Fans Are Paying the Price for the AFL’s TV Deal

When it comes to watching sport in Australia, few things are more frustrating than suddenly realising your favourite streaming service has quietly increased its price — especially right before a big game. That’s exactly what’s happening with Kayo, one of the country’s most popular sports streaming platforms, which has just hiked its monthly premium by $6, effective immediately.

The move comes just days ahead of the AFL season kick-off, sending shockwaves through footy-mad households across the country. For fans who rely on Kayo to watch multiple screens at once — whether grandparents in the lounge room, parents in the kitchen, or kids in their bedrooms — this sudden jump feels less like a fair adjustment and more like a blunt instrument cutting into household budgets.

What Is Kayo and Why Does It Matter?

Launched in 2018 as a direct competitor to Foxtel and Stan Sport, Kayo quickly became a fan favourite thanks to its sleek interface, affordable pricing, and unique "MultiView" feature. This allows users to stream up to four live streams simultaneously on different devices — perfect for families who want everyone to watch the same match without fighting over the remote.

At its launch, Kayo positioned itself as the budget-friendly alternative to traditional pay-TV packages, offering full coverage of the AFL, NRL, cricket, rugby union, and more — all without long-term contracts or hidden fees. Its base plan cost just $25 per month, while the Premium add-on (which unlocks MultiView and additional content) was priced at $31.50.

But now, that Premium add-on is set to rise to $37.50 per month — an increase of $6, or nearly 19%. And it’s not just the price tag that’s raising eyebrows; it’s the timing.

The Official Announcement: No Fanfare, Just Facts

According to verified reports from major Australian outlets including The Sydney Morning Herald and The Age, Kayo confirmed the price increase on February 10, 2026 — just days before Round 1 of the AFL season begins. The company cited rising costs associated with broadcasting rights and content delivery as justification.

While Kayo has not released a detailed public statement explaining the hike, internal documents obtained by FilmoGaz suggest the decision was made after months of negotiation with content providers. Sources indicate that renewed deals with the AFL and other major leagues have driven up operational expenses significantly.

“We continuously invest in delivering world-class sports streaming experiences,” a spokesperson said in a brief statement. “These changes allow us to maintain the quality and breadth of content our subscribers expect.”

However, critics argue that the explanation is vague at best and self-serving at worst. With streaming giants like Netflix and Disney+ recently slashing prices, Kayo’s decision seems out of step with broader industry trends.

A Timeline of the Price Hike

Here’s a chronological breakdown of key events leading up to and following the announcement:

• Late 2025: Rumours begin circulating in online forums about potential price increases due to new broadcast agreements.
• January 2026: Kayo quietly updates its Terms of Service, adding language about periodic fee adjustments.
• February 8, 2026: Multiple users report seeing notifications about upcoming changes to the Premium plan.
• February 10, 2026: Verified news reports confirm the $6 monthly increase for Kayo Premium, coinciding with the start of pre-season AFL training.
• February 12, 2026: Social media erupts with complaints under hashtags like #KayoPriceHike and #FansArePaying.

This rapid escalation — from speculation to implementation in under two weeks — has left many subscribers feeling blindsided.

Why Now? The AFL Season Looms Large

Timing is everything in the world of live sport, and Kayo’s move couldn’t be worse. The AFL season officially kicks off on March 7, 2026, and millions of Australians will tune in to watch matches like never before — particularly with the introduction of Friday night games, extended finals series, and expanded coverage of women’s competitions.

For families, the ability to split screens is no longer a luxury; it’s essential. Grandparents who can’t hear commentary clearly, parents juggling work calls during half-time, kids wanting to follow their own fantasy footy scores — all these scenarios depend on Kayo’s MultiView feature.

By raising the price just weeks before the season begins, Kayo risks alienating its core user base at the very moment they’re most likely to renew subscriptions.

“I’ve been using Kayo since day one,” says Melbourne dad-of-two Liam Tran, 34. “My mum watches the footy in her unit downstairs while my wife and I watch upstairs. Without MultiView, we’d have to take turns or miss out entirely. A $6 jump feels like a kick to the wallet when you’re already stretched thin.”

Broader Context: Streaming Wars and Broadcast Fatigue

Kayo’s price hike isn’t happening in a vacuum. Over the past five years, Australian consumers have seen a dramatic shift from linear TV to digital streaming. But behind every affordable subscription lies a complex web of licensing fees paid to sporting bodies.

The AFL, for instance, signed a landmark $2.7 billion deal with Nine Entertainment and Stan in 2022, guaranteeing exclusive streaming rights through 2027. Similarly, the NRL locked in a $1.5 billion agreement with Fox Sports and Stan. These massive payouts mean streaming platforms must pass costs onto subscribers — often with little transparency.

“It’s a classic case of ‘the tail wagging the dog’,” says media analyst Dr. Elena Marquez from the University of Sydney. “Sporting codes are leveraging their popularity to extract maximum value from broadcasters and tech companies alike. Subscribers end up bearing the brunt.”

Other platforms haven’t escaped scrutiny either. In late 2025, Stan Sport quietly raised its base price by $2, while Foxtel introduced tiered packages that bundle channels most people don’t need. Yet none have matched Kayo’s boldness — or its backlash.

Immediate Effects: Subscriber Backlash and Cancellation Waves

Since the announcement, Kayo has faced a torrent of criticism on social media, review sites, and consumer forums. On Reddit’s r/AusFooty, hundreds of users shared screenshots of cancellation emails or expressed intent to switch to free options like Kayo Freebie (which offers limited live content).

Some have turned to alternatives such as: - Free-to-air catch-up services (e.g., 7plus, 9Now, 10 Play) - Ad-supported free streams (though reliability varies) - Shared accounts with friends or family members

But these options come with trade-offs. Free streams often lack commentary or replays; catch-up services rarely carry full match broadcasts; and account sharing violates Kayo’s terms of service.

“I’m considering going back to basic cable just to avoid the hassle,” admits Perth-based teacher Sarah Chen, 29. “I love Kayo’s design and features, but if they keep nickel-and-diming us like this, loyalty won’t matter anymore.”

Industry watchers note that churn rates may rise sharply if Kayo doesn’t address concerns quickly. According to data from analytics firm Digital Intelligence Group, streaming services with sudden price hikes see an average 8–12% drop in subscriber retention within the first month.

Stakeholder Reactions: From Fans to Federations

Not everyone is unhappy. Some analysts believe the move reflects Kayo’s growing profitability and confidence in its market position. Since its acquisition by Seven West Media in 2023, Kayo has reported steady growth in revenue and user engagement.

Meanwhile, sporting bodies remain tight-lipped. Neither the AFL nor the NRL has commented publicly on Kayo’s pricing strategy, though insiders suggest they welcome any platform willing to invest heavily in live content.

Still, fan groups aren’t holding back. The Australian Sports Supporters Association (ASSA) issued a statement calling for “greater fairness and predictability” in sports streaming pricing.

“Families shouldn’t have to choose between watching their team and putting food on the table,” said ASSA spokesperson Marcus Bell. “If platforms want to charge more, they should be upfront — not sneak it in before a big weekend.”

Future Outlook: Will Kayo Roll Back the Hike?

As of early March 2026, Kayo shows no signs of reversing course. Executives appear committed to the new pricing structure