Australian cricket fans set for more pain as T20 World Cup matches go behind paywall

The tip of the sporting iceberg. That’s how next month’s T20 World Cup is being viewed by media experts as Australian cricket audiences face a new dilemma.

For the first time, Australian viewers won’t be able to lean on free-to-air or Foxtel coverage to follow our national team at a major overseas tournament. Prime Video has exclusive rights to the T20 showpiece - to be staged in the US and West Indies - in a move which will catch many fans off guard.

It will become the new norm for cricket supporters wishing to watch Australia's men and women's teams in major international events over the next three years. Prime Video, owned by Amazon, have secured the rights to the men’s and women’s ODI World Cups, T20 World Cups, Champions Trophy, U19s and World Test Championship final until the end of 2027.

In all, the streaming service will broadcast 448 live games in that period. The upcoming T20 World Cup is its launchpad. It comes just a few weeks after free-to-air (FTA) television bosses fronted a Senate inquiry in Canberra to demand stronger anti-siphoning laws.

They argue there is risk big streaming companies with deep pockets could soon other major sporting codes and events – such as the Olympic Games, the NRL and AFL, Test cricket – if laws are not tightened. Seven CEO James Warburton told the inquiry: "Live sporting moments bring our nation together and must remain free and accessible to everyone regardless of their income."

Prime's foray into cricket changes broadcast landscape

Leading media analyst Steve Allen warns Prime's move into cricket signals a change in the fight for sporting rights in this country. "T20 Amazon Prime's cricket deal was opportunistic, whilst competitors were focusing elsewhere," he told Yahoo Sport Australia.

"To me this is clearly a toes-in-the-water test for a commercial model of securing live sport broadcast here and elsewhere. If it is profitable (and is) boosting subs, Prime will look at other live sports."

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Asked if FTA bosses were "crying wolf" over fears streaming services will snatch other major events or were simply protecting their patch, Allen replied: "Both. But this demonstrates how vigilant they need to be.

"They cannot take their eyes off any telecast rights. If streaming services start to get a hold, and successfully telecast sport with little or no consumer backlash, danger emerges. Amazon (group) were the fifth top advertiser in Australia in 2023, so they have plenty of firepower. I think fans will be made aware of where to find them."