The Australian Rugby League Commission has opened the door to major broadcast rights negotiations for the NRL, with bids coming from Foxtel, Nine Entertainment, Amazon Prime Video, and Southern Cross Media (owner of Network Seven).

Bids are for a five-year package starting in 2028, with a target that could exceed four billion dollars as rights are debated across free-to-air, subscription, and streaming platforms.

Southern Cross Media is participating in the process, reinforcing the surge of broadcasters aiming to secure NRL rights amid the publicized $4 billion price tag.

The league has posted strong total TV and streaming figures, with the game’s streaming audience surpassing prior records and contributing to a growing cross-platform audience.

Nine Entertainment is promoting the value of its integrated live-sport ecosystem, leveraging a national reach across traditional TV and streaming for premium sports coverage.

There is speculation that rights could be fragmented across multiple networks and services, potentially forcing fans to subscribe to several platforms to watch all games.

A recent match drew a large live crowd at Accor Stadium, illustrating broad domestic appeal alongside rising multi-platform viewing.

State of Origin openings delivered high ratings, with approximately 5.8 million viewers on Nine’s channels, and the current five-year deal valued around $2 billion, with Nine contributing about $130 million annually to free-to-air rights.

Analysts warn that overpaying could hurt financial returns and that rights fragmentation may shrink weekly audiences, making the bidding a high-risk, high-reward move.

The bidding reflects a shift toward streaming platforms and regional networks as the NRL pursues lucrative terms after signaling market demand for its products.

Amazon Prime Video and Paramount are among potential bidders, signaling growing global streaming interest in Australian sports rights.

Post-game shows on 9Now have surged, with significant year-on-year engagement increases, underscoring heightened viewer engagement after matches.