Dan Does Footy Records Strong Viewership for Fan-First AFL Draft Stream

The independent digital media entity, Dan Does Footy, has reported their engagement and viewership metrics following the launch of its innovative, fan-first live stream coverage of the AFL Draft.

Drawing inspiration from successful independent media models in the US, the initiative successfully targeted a major Australian sporting calendar event previously considered largely untapped by alternative digital broadcasters.

The broadcast, which featured AFL talent, draftees, draft expert Dylan Alexander, and 7AFL journalist Xander McGuire, demonstrated strong commercial viability and audience retention.

Key statistics from the night included a cumulative viewership exceeding 600,000, achieved across YouTube (25,000 views) and Instagram (585,000 views). Crucially, the average viewer duration was recorded at 18 minutes, a strong retention figure for multi-platform live digital content.

The stream reached a peak viewership of 1,950 (with an average of 1,500), supported by 633 chat messages, indicating a highly engaged and interactive audience base.

The strategic success was underpinned by the ability to secure valuable post-selection access, transforming the stream into a premium viewing experience. This access was facilitated through collaboration with stakeholders, including CDG Sports Management and the Essendon Football Club, enabling draftees to join the stream immediately after their names were called.

The results validate the decision to invest resources in delivering high-volume, platform-native content during a critical period of the AFL calendar. By delivering a fan-first, highly accessible broadcast experience, Dan Does Footy has established a big presence in the AFL digital ecosystem.

The organisation confirmed its intent to evolve this model in the coming years, signalling a potential long-term shift in how major Australian sports leagues and their affiliated calendar events are covered by independent digital players.

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