Free TV is launching a 'Keep Sport Free' advertising campaign across TV, print, outdoor and social media in response to new research by Resolve Strategic that shows 69% of Australians access TV via the internet, and if proposed anti-siphoning laws are not applied to streaming services, millions could miss out on watching sport.

Only 29% of Australians watch TV exclusively through an aerial, with 18% considering switching to digital soon.

According to the research, 49% of people who use free streaming services such as 7Plus, 9Now and 10Play would miss out on watching sport if anti-siphoning laws are not extended to digital services. The study also found that 67% of Australians support anti-siphoning laws which protect access to free sport, and 69% support extending these laws to digital services.

Free TV said the government’s anti-siphoning bill currently prevents subscription streaming services such as Amazon, Apple and Disney from buying exclusive terrestrial broadcast rights to iconic sporting events. However, these services can still acquire exclusive digital rights, potentially locking out Australians who watch free sport on services such as 7plus, 9Now and 10 Play.

Free TV CEO Bridget Fair said, “This research shows that most Australians are watching TV through the internet and this proportion will only increase as more people either ditch their aerials and new homes are built without them.” She added, “New anti-siphoning laws must be updated to reflect this reality otherwise millions will be forced to buy expensive streaming subscriptions during a cost of living crisis or miss out altogether on the great sporting events that bind our nation together. All Australians deserve access to sport, regardless of their income or whether they have an antenna on their home.”

Fair added: “The Australian public clearly values access to free sport and supports politicians who act to protect it,” and emphasised, “While the intent of the anti-siphoning bill is good, its current form does not guarantee the availability of free sporting coverage for those who are reliant on the internet for their free TV. This major oversight must be fixed to protect the free universal access to sport for every Australian.”

The poll, conducted from 3rd to 7th June 2024, was a nationally representative survey of 1,202 people. Free TV Australia represents all of Australia’s commercial free-to-air television licensees.