Australian sports executives are popping champagne over record Paramount+ metrics ahead of tonight's Mariners-United clash. But peel back the corporate spin, and the reality of football's domestic boom tells a far more complicated story.
When you furiously type 'NRL tonight' into your search bar, you aren't just looking for kickoff times. You are feeding a relentless, perfectly calibrated economic engine.
It started as the 'Netflix of Sport'—a liberated, box-free future. Seven years later, Kayo Sports has morphed into a utility bill that keeps rising. As the platform tightens its grip on Aussie eyeballs, are we witnessing the death of affordable fandom?
