The 2024 State of Origin rugby series in Australia reached over 10.7 million viewers across broadcast and streaming, with an average of 3.409 million viewers per match, up 14.9% year-on-year. The series also set new viewership records on Nine's BVOD platform, 9Now, averaging 788,000 viewers per match, an increase of 50.4% year-on-year.
The immediate signal is that live sports still drives scale across both broadcast and BVOD: State of Origin 2024 pulled 10.789 million viewers overall, while 9Now averaged 788,000 per match. That gives Nine a clear proof point that marquee sports can lift streaming audiences alongside linear reach. The competitive takeaway is that 9Now now owns several all-time live-program records, including the series decider at 864,000 viewers. Watch the next major NRL window for whether Nine can repeat those BVOD gains outside State of Origin.
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