Nine Entertainment Boosts Growth with Cross-Platform Sports Strategy in 2024

Nine Entertainment Co. marked the 2024 financial year with a strategic emphasis on sports, underscoring the role of premium sports content in boosting audience engagement across its platforms.

Amid a challenging market, Nine’s investment in sports broadcasting and its cross-platform approach are positioning the company as a leader in Australia’s evolving media landscape.

The company reported significant audience growth for key sports events, with Total Television audiences rising across both Free To Air (FTA) and its digital Broadcast Video on Demand (BVOD) platform, 9Now. Nine’s coverage of major sports such as the NRL, Australian Open, and the UK Ashes highlighted this success, contributing to a 46% rise in live streaming minutes on 9Now.

“The growth in our sports audiences reaffirms the value of our cross-platform strategy,” said CEO Mike Sneesby, adding that Nine’s investments allow it to deliver comprehensive sports content that appeals to diverse demographics.

The broadcast of the Paris Olympic Games epitomised Nine’s integrated approach, offering viewers an unprecedented multi-platform experience. By utilising its television, streaming, publishing, and audio assets, Nine engaged audiences and created unique opportunities for advertisers. This cohesive strategy not only enhanced audience reach but also strengthened Nine’s position ahead of upcoming marquee events, including the Melbourne Cup Carnival, for which Nine secured exclusive broadcasting rights starting in November 2024.

Nine’s sports strategy extends beyond broadcasting into value-added content and brand-building. The integration of sports coverage across Nine’s platforms enables the company to serve Australia’s robust sports fan base while offering advertisers tailored, multi-platform engagement options. With sports as a key growth pillar, Nine aims to leverage its broad reach and premium offerings to maintain competitive advantage and drive revenue growth as market conditions stabilise.

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