Premier League Domestic Viewership Declines Ahead of New Broadcast Cycle

The Premier League recorded a 14 per cent year-on-year drop in average domestic viewership during the 2024/25 season, according to figures shared with English top-flight clubs. The decline comes ahead of a new domestic broadcast rights cycle valued at a record UK£6.7 billion (AUD$11.9 billion), which will commence in the 2025/26 season.

Sky Sports, the league’s primary broadcast partner, saw average match viewership fall by ten per cent to UK£1.57 million (AUD$2.97 million), down from UK£1.78 million during the 2023/24 season. TNT Sports reported a five per cent decrease for its Saturday lunchtime broadcasts, and a broader 17 per cent decline when including midweek matches, with average viewership at 1.15 million (AUD$2.04 million).

The combined average domestic audience for Premier League matches fell to UK£2.52 million (AUD$4.49 million), compared to UK£2.93 million (AUD$5.22 million) in the previous season.

Several factors have been identified as potential contributors to the decline. Among them, Liverpool’s early confirmation of the league title and limited relegation tension in the closing stages were cited as reducing audience interest during the final six weeks of the campaign. This aligns with broader trends indicating that competitive stakes can significantly influence sports viewership.

Additionally, increased coverage of English Football League (EFL) matches on Sky Sports as part of a new broadcast agreement may have diluted Premier League viewership. The impact of illegal streaming and fragmentation across entertainment platforms is also seen as contributing to declining traditional broadcast figures.

International viewership mirrored this trend, with NBC Sports in the United States reporting a seven per cent drop in Premier League ratings year-on-year.

Despite the decline, the Premier League is set to enter its most valuable domestic media rights cycle to date. Under the new four-year agreement, Sky Sports will increase its live match coverage from 128 to 215 games per season, including all Sunday fixtures. TNT Sports will maintain its package of 52 live matches, while Amazon Prime Video will exit the UK live rights market.

The new rights model consolidates content across fewer platforms, a move aimed at simplifying access for fans but one that also places greater pressure on broadcasters to maintain engagement across an expanded fixture schedule.

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