Market Insights Advertising & Media Esports

Media Rights - Australia

Australia

In Australia, revenue in the Media Rights market market is projected to reach €5.3m in 2024.
The revenue is expected to show an annual growth rate (CAGR 2024-2029) of 6.67%, which will result in a projected market volume of €7.4m by 2029.
While Australia's projected market volume is €69.0m in 2024, it is important to note that most revenue in the Media Rights market market is generated the United States.
Australia's growing enthusiasm for esports is driving increased competition for media rights, as traditional broadcasters seek to engage younger audiences.

Key regions: United States, Sweden, Asia, Europe, Germany

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Analyst Opinion

The eSports market in Australia is witnessing mild growth, influenced by factors such as increasing media rights deals, rising popularity among consumers, and the convenience of online streaming services.

Customer preferences: The popularity of eSports has led to a significant increase in demand for media rights, as traditional broadcasters and online streaming platforms compete for the rights to broadcast major tournaments and events. This demand is driven by the growing interest in eSports among younger generations, who are increasingly turning to online platforms for entertainment. Additionally, the rise of mobile gaming and the increasing accessibility and affordability of high-speed internet has opened up new opportunities for media rights deals in the eSports market. This shift towards digital consumption and engagement has also led to a rise in non-traditional media partnerships, such as collaborations between eSports teams and social media influencers, further expanding the reach and appeal of the industry.

Trends in the market: In Australia, the eSports market is experiencing a surge in popularity, with a growing number of tournaments and events being held nationwide. As a result, there is a corresponding increase in media rights deals for broadcasting these events, with major networks such as ESPN and Fox Sports showing interest. This trend is expected to continue, with media companies recognizing the potential of eSports as a lucrative market. This development presents opportunities for industry stakeholders, including game developers, teams, and players, to access a wider audience and generate more revenue. However, it also brings challenges, such as ensuring fair compensation for players and maintaining the integrity of the sport. As the eSports market in Australia continues to grow, it is essential for stakeholders to adapt and evolve to meet the demands of the media rights market.

Local special circumstances: In Australia, the eSports market has gained significant traction due to the country's high internet penetration rate and strong gaming culture. This has resulted in a large audience for eSports events and tournaments, making it an attractive market for media rights. Additionally, the country's strict gambling laws have led to the rise of eSports betting as a legal alternative, further fueling the demand for media rights. The unique geographical and regulatory factors in Australia have played a key role in shaping the media rights market within the eSports industry.

Underlying macroeconomic factors: The Media Rights Market within the eSports Market in Australia is heavily influenced by macroeconomic factors such as the country's overall economic health, government policies, and global economic trends. With a strong economy and supportive government policies, Australia has become a major player in the eSports industry, attracting significant investments and driving market growth. Additionally, the growing popularity of eSports globally and the increasing demand for media rights has also contributed to the growth of the market in Australia. The country's stable economic environment and favorable regulatory landscape make it an attractive destination for media rights investors, further boosting the market's performance. Furthermore, the rise of digital media and online streaming platforms has opened up new opportunities for the eSports market in Australia, with the potential for even greater growth in the future.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Media Rights market, which comprises revenues from ownership rights of media agencies. These include payments to industry stakeholders to secure the rights to show Esports content on a channel, payments from streaming platforms (e.g., Twitch) to organizers to broadcast their content, payments from foreign broadcasters to secure the rights to show content in their region, or the copyright costs for showing video/image content of an Esports competition. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.