The idea distilled
Sport has spent five years becoming a mainstream part of Australian life. There are now 17 million adult sports fans and close to four in five Australian adults follow at least one sport. The next phase of growth is not about finding another fan. It is about holding attention, interest and participation across the week.
Sporting Nation 2026 shows how growth has changed shape. Daily sports consumption is rising, New Wave Fans are now the largest fan tier, and the most valuable opportunities are being created around the live moment rather than only inside it.
Sport engagement is climbing
Daily sports consumption, entertainment and interaction are growing faster than total reach.
growth in sports fans this year. This is down from +4.9%, now tracking with population growth.
growth this year in the number of fans who consume sports content daily.
Daily sports consumers, spending an average of 47 minutes a day with sport across the week.
Who are the New Wave fans?
New Wave Fans are younger, more culturally diverse and more digitally native. They curate their own fandom around players, platforms and moments rather than following one club or waiting for one broadcast.
They represent an estimated $12.4 billion in annual sports spend. They over-index on dedicated sports content, international travel, hospitality, premium experiences and fantasy league entry fees
New Wave Fans are found outside the broadcast window.
Australia’s fastest-growing segment builds their fandom in the spaces between games.
Of their sports consumption engagement happens between matchdays
Of New Wave fans do not watch live sport broadcasts in a typical week.
self-curate their own sports feeds, tailoring content to specific athletes and culture rather than relying on network programmers.
say having a stake (e.g. fantasy leagues, tipping, or betting) makes sport more exciting,
