Australian tennis' broadcast dilemma in a time of economic uncertainty

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There is no denying it. Australians currently find themselves in uncertain times. Cost of living and inflation (expected to rise as high as six per cent as the war in the Middle East drags on) are taking a stranglehold on households.

Rising fuel and supermarket prices, along with an uptick in interest rates, have forced many families across the country to be extra cautious about how they spend their hard-earned cash.

When it comes to sports subscriptions in a mad-loving sports nation such as Australia, those choices can become bitterly painful.

Listen to The First Serve Live every Monday at 8pm AEDT in its 18th year on the SEN Network/App, Australia's only dedicated weekly tennis program on commercial radio running through till the end of November.

Kayo Sports, affiliated with Foxtel, broadcasts AFL, NRL, cricket and motorsport, amongst others. Paramount+ hold the rights to the A-Leagues, Socceroos and Matildas, and Stan Sport provide access to Rugby Union, the Olympics and the four tennis Grand Slams.

Let's not forget beIN Sports, which offers European and South American football, and all tennis events besides the Grand Slams.

Yes, most of those sports listed are also shown on free-to-air, but without a subscription of some sort, fans will be left without the full experience.

Add in movies and entertainment — the range of options suddenly becomes a headache.

When it comes to tennis, it seems fans aren't convinced on where to stay loyal.

Tennis subscription options in Australia:

beIN Sports ($15.99/month, $159.99/year)

Stan Sport ($32/month for basic, $42/month for premium)

Tennis TV - ATP only ($24.99/month, $112.99/6 months, $179.99/year)

WTA TV - WTA only ($13.42/month, $100.77/year)

Every week, The First Serve receives emails and texts about the state of Australian tennis broadcasting, but one particular comment stood out.

"I signed up for BeIN to watch Indian Wells. However, they only started showing the women's matches from Saturday, the second round. They only had the first round men's matches," Helen, a tennis fan based in Sydney, wrote to The First Serve.

"Now it's Sunday, and I was enjoying the women's matches in the morning. However, the evening match between Pegula and Vekić isn't being shown.

"But I have discovered that it's on Stan Sport! So I've had to pay for that now."

So it begs the question: Are Aussie tennis fans getting the most value?

Around mid-2024, beIN Sports was removed from Foxtel's program, requiring customers to view beIN Sports content via the Network's official website or app.

They showcase three dedicated high-definition channels, but it means they don't broadcast every single tennis match. Instead, they often show the main Centre Court, meaning that Aussies playing on outside courts won't be televised.

To Helen's point about beIN opting to broadcast only men's first round matches for the 1000-tier events, it leaves a lot to be desired.

There is now cross-promotion between beIN and Stan Sport, with the latter broadcasting WTA tournaments along with the Slams. The only problem is that Stan's world feed is identical to beIN Sports, which means viewers will still be stuck waiting for the broadcast of a match to commence when other matches are in play simultaneously.

Stan doesn't allow customers to purchase a sports-only package, and that puts the streaming provider at the bottom of the list if we're talking value for money.

At the same time, if you're an avid tennis fanatic, then chances are, you're probably heavily invested in the Grand Slams. And if you want the ability to pick and choose matches to watch, Stan has you covered in that regard.

If you prefer WTA content, then WTA TV is the most viable and cheapest option.

Then there is Tennis TV, which broadcasts ATP tournaments, but not WTA. This is, without a doubt, the best possible choice for ATP Tour matches. The downside? No Slams. No Davis Cup.

That is where beIN Sports re-enters the discussion, with Davis Cup and Billie Jean King Cup matches streamed for tennis fans (although the Nine Network broadcasts Australia's Davis Cup and BJK Cup ties).

On top of those perks, beIN also owns the rights to the Australian Pro Tour, helping showcase the country's next bright prospects.

Whichever way you look at it, these streaming services all offer unique advantages that can entice tennis enthusiasts and casual fans.

Some households can afford to subscribe to multiple broadcasters, but for most, it's a tough dilemma with higher priorities in these unsettled economic times.

Perhaps Tennis Australia sit down at a table and discusses a potential scenario where tennis is a one-stop shop for all. Not easy negotiations by any stretch, especially with certain deals already signed.

At this rate, though, something needs to be done to cater for the best interests of Australian tennis fans.

The First Serve will continue to cover this issue throughout the year.

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