The countdown is on, with fans and industry insiders alike desperate to discover what Kyle Sandilands has in store with his new project.
The former KIIS FM host is launching a live, independent subscription show via a dedicated app – but at least one industry voice is asking whether the numbers actually add up.
Sandilands revealed the plan on The GameChangers podcast, confirming it will broadcast Monday to Friday, 6 am to 10 am, through its own subscription-based app, with an August or September launch targeted.
The announcement came after a public standoff with ARN, with Sandilands saying he told the broadcaster to “shove your f*ing restriction up your a” when it attempted to block the project.
But radio expert and The Quarter Hour host Wade Kingsley says Sandilands is now attempting “the hardest thing in media.”
“Asking consumers who are used to getting something for free to start paying for it,” Kingsley wrote in a LinkedIn post. “Make no mistake, I believe if anyone can pull it off, Kyle can – but this requires more than just a quick back-of-the-napkin calculation.”
Kyle Sandilands on his new set.
The Jackie factor
Central to Kingsley’s scepticism is the absence of Jackie O.
The duo dominated Sydney breakfast radio for over a decade, and Kingsley argues the fanbase being asked to pay is the same one now being asked to make a leap of faith.
“It was The Kyle & Jackie O Show that had Sydney breakfast audiences hooked for over a decade. It’s now going to be essentially ‘Kyle & Friends’,” he wrote.
“Those fans – the ones being asked to pay – are definitely going to be comparing the old free radio show with the paid subscription one.”
The only comparable precedent he points to is Hamish & Andy’s transition from broadcast to podcast.
“Now imagine Hamish without Andy, then tell me I have to pay for it.”
Churn is the real enemy
Kingsley’s sharpest concern is subscriber churn – the rate at which paying customers cancel. He sets a realistic starting churn assumption for Sandilands at 15 to 20 per cent per month until the product proves itself.
“At 20% monthly churn on his model of 100,000 subscribers, he’s replacing his entire subscriber base every five months,” Kingsley wrote, noting that Netflix Australia’s churn sits at around six to eight per cent, with a further 8.5 per cent of customers reported to be planning cancellation within three months.
“Cost is the number one reason subscribers cancel their subscription products, cited in some surveys of around 45% of users.”
He also flagged Sandilands’ stated desire to go advertiser-free as a potential miscalculation.
“The right advertisers – for Kyle – love him and want his audience and won’t bow to pressure from the Mad Witches or anyone else. I’d expect to see integrated advertisers in the show from Day 1.”
Kyle Sandilands in his new studios. Image: GameChangers Instagram
Can Kyle math work?
Kingsley stopped short of writing the project off.
“Kyle could pull this off – as I said, he more than anyone else could. But the headwinds are stronger when you have to ask people for money.”
The show is expected to launch via a dedicated app in August, with September and early 2026 remaining contingency options if the platform requires further development.