Seven has kicked off the 2026 AFL season with a clear message to the advertising market: the combination of broadcast scale and streaming growth is turning its sport offering into a year-round reach engine.
The Opening Round of the 2026 AFL Premiership Season reached 4.3 million Australians across Seven and 7plus Sport, as the network leaned heavily into the dual-screen narrative that now underpins its commercial pitch to brands.
Across Seven’s Thursday, Friday and Sunday night coverage, the matches delivered a national average total TV audience of 655,000, up from 633,000 during the equivalent round in 2025.
But the bigger story for the network sits on streaming.
Audiences on 7plus Sport surged 135% year-on-year, with Thursday Night Football breaking the platform’s record for the most people streaming a regular AFL season game.
Streaming growth reshapes the AFL audience mix
The round’s marquee clash between Carlton and the Sydney Swans at the SCG reached 2.21 million viewers nationally, delivering a national total TV audience of 791,000 – up 21% year-on-year and the biggest Opening Round audience since the concept was introduced three years ago.
On 7plus Sport alone, the game averaged 133,000 viewers, marking the first time a regular AFL season game on the platform has cracked the 100,000 mark.
Friday night’s Gold Coast SUNS vs Geelong Cats clash reached 1.95 million people, while Sunday night’s St Kilda vs Collingwood showdown at the MCG reached 1.81 million viewers nationally.
For Seven’s sport leadership, the Opening Round numbers provide an early proof point for the network’s growing digital sports ecosystem.
Seven’s Head of AFL and Innovation, Gary O’Keeffe, said the early audience response set the tone for the rest of the season.
“Footy is back, and what an incredible way to start the 2026 Premiership season. Opening Round saw huge audiences across Seven and 7plus Sport all weekend, with fans tuning in from every corner of the country.
“With a match added in Victoria, the Opening Round soared to new heights. With more than 82,000 passionate St Kilda and Collingwood fans at the MCG last night, the atmosphere was electric as the Pies clinched the narrow victory.
“Opening Round has perfectly set the tone for the remainder of the 2026 season, and you can catch all the biggest moments live and free every round on Seven and 7plus Sport.”
A pitch to the advertising market
Behind the audience figures lies a broader commercial argument that Seven has been steadily sharpening: premium sport now delivers scale across two screens simultaneously.
Seven’s National Sport Sales Director, Rob Maclean, said the Opening Round audience figures reinforced the strength of the broadcaster’s sport offering as it heads into the 2026 AFL season.
“Australian sport has never commanded more attention, and Seven sits at the centre of that conversation. A year-round calendar anchored by AFL, a cricket summer that outperformed anything we’ve seen before, and a streaming audience growing at a rate that is genuinely changing how brands think about reach – the platform we’re bringing to market in 2026 is stronger than it has ever been.”
Rob Maclean
Maclean said the strong start to the season had already generated momentum with the network’s commercial partners.
“The audience numbers for Opening Round of the 2026 AFL Premiership Season were fantastic, and we’re looking forward to working with our AFL partners, including Toyota, McDonald’s, AAMI and Harvey Norman, and sponsor family on what is going to be an amazing 2026 season.”
According to Maclean, the real strength of Seven’s AFL coverage lies in the combined reach of broadcast television and streaming on 7plus Sport — a dual-platform approach that enables brands to reach audiences at scale.
“What makes Seven’s AFL proposition unique is the depth of reach available through a single conversation across broadcast TV and streaming, which together deliver audiences that brands simply cannot replicate elsewhere.”
He said the streaming audience in particular is increasingly incremental to broadcast, with most viewers on the platform not watching via traditional television.
“Eighty per cent of 7plus Sport’s AFL viewers each week are exclusive to the streaming platform; among 16 to 39s, that rises to more than 90%.”
Maclean also pointed to the network’s in-game advertising opportunities as another key drawcard for marketers.
“Seven is also the only place brands can access the most coveted moment in advertising: an exclusive 30-second spot the instant a goal is scored.”
With 7plus continuing to expand its audience, he said the platform is opening up new opportunities for advertisers to deliver more targeted messaging during live sport.
“And as 7plus continues to experience impressive growth, more brands than ever can capitalise on this high-attention moment, delivering brand personalisation at scale to truly connect with audiences.”
For Seven, the early momentum reinforces the role of AFL as the cornerstone of a sports calendar that now stretches across cricket, motorsport and global events – with the broadcaster positioning the mix as a consistent reach driver for brands.