Kayo, a Foxtel-owned sports streaming platform, has introduced a free tier called Kayo Freebies. This offering provides access to select live sports events, entertainment content, and sports documentaries without requiring a subscription fee or credit card details. The launch of Kayo Freebies is designed to broaden the platform's audience and introduce new users to the service. According to Kayo Sports CEO Julian Ogrin, the free tier is intended to increase audience share for selected events and ultimately drive subscription growth. The service operates alongside the standard paid subscription tiers, which offer a broader range of live sports coverage.
The introduction of Kayo Freebies follows a period of significant growth for the platform. As of November of the previous year, Kayo's customer base had grown to more than 644,000 subscribers, marking a 77 percent year-on-year increase. By May, the platform passed the one million paying subscriber mark. The free tier aims to capture a larger portion of the sports viewing market by removing the barrier of entry for specific events.
Access and Registration Process
Accessing Kayo Freebies requires users to create a Kayo account. A distinct feature of the free tier is that users are not required to enter credit card details during the sign-up process. This differentiates it from free trials associated with paid subscriptions, which typically require payment information to be provided upfront. Once an account is created, users can access the free content via the Kayo Sports app or through the Kayo Sports website.
Kayo has also expanded its platform accessibility to gaming consoles. A dedicated app for PlayStation 4 and PlayStation 5 is available, allowing users to access the service through the TV and video section of the console. This expansion is part of the platform's strategy to improve user experience and make the service more widely available. Access is also available on certain Hisense TVs.
Content Available on Kayo Freebies
The content available through Kayo Freebies is more limited compared to the paid subscription service. The free tier is restricted to a specific mix of live and on-demand videos. The launch of the free service was headlined by the broadcast of the Supercars event on February 26 at the Mt Panorama 500.
In addition to motorsports, Kayo Freebies offers selected domestic soccer matches from the W-League (women's) and the A-League (men's). For the 2021/22 season, the platform is set to broadcast every game of the National Basketball League (NBL) live via ESPN on the paid service, while two games a week will be available on Kayo Freebies.
The content mix extends beyond live broadcasts to include non-live programming. This includes: * Post-game extended highlights packages, referred to as "Kayo Minis." * Special events. * Sports documentaries. * Classic matches. * Entertainment shows. * Shows and documentaries from Fox Sports and ESPN.
New live broadcast events for the free service are announced each month. The platform does not rebroadcast sports that are free-to-air exclusives.
Comparison with Paid Subscriptions
Kayo offers two primary paid subscription tiers: Basic and Premium. The Basic plan allows for two simultaneous streams and includes some 4K content. The Premium plan is priced at AU$40 per month (following a 7-day free trial) and allows for two simultaneous streams with the option to upgrade to three streams for an additional fee. The Standard plan is priced at AU$30 per month.
The paid subscriptions provide access to a significantly larger library of live sports. The service streams over 50 sports live, sourced from producers including Fox Sports, BeIN Sports, and ESPN. Coverage includes major events such as Formula 1, NRL, AFL, international cricket, and the World Surf League. The paid service also offers on-demand replays of previous games, typically from the last year or so.
A key advantage of the paid service is the availability of Kayo Minis, which are bite-sized match replays focusing on highlights. This feature is useful for users who want to quickly catch up on events without watching full replays. Unlike the free tier, the paid subscriptions do not have the same limitations on content availability, offering a comprehensive sports streaming experience.
Technical Features and Device Limits
Kayo streams in 1080p by default and automatically scales down the resolution if the internet connection is unstable. There is no limit on the number of devices that can be registered to a single account. However, the number of simultaneous streams depends on the subscription tier. The Basic plan allows for two simultaneous streams, while the Premium plan allows for two or three (with an upgrade).
The service does not currently produce its own original content. It also does not have broadcast rights for grand slam tennis.
Market Context
Kayo operates in the Australian sports streaming market. Its primary competitor mentioned in the context is Stan Sport, which is another streaming service targeting exclusive sports broadcast rights. The introduction of Kayo Freebies is a strategic move to compete for audience share and broaden the funnel into paid subscriptions. The platform claims to be the fastest-growing Australian sports streaming service since its launch in late 2018.
Conclusion
Kayo Freebies serves as a promotional entry point into the Kayo ecosystem, offering a curated selection of live sports and supplementary content without financial commitment. It targets users who may be interested in specific events, such as Supercars, A-League, W-League, or select NBL games, but are not ready to commit to a full subscription. While the content is limited compared to the paid tiers, the requirement of no credit card for sign-up lowers the barrier to entry significantly. For consumers seeking comprehensive coverage of a wide variety of sports, the paid Basic or Premium plans remain the necessary option, providing access to over 50 sports, major international leagues, and on-demand replays.