This is a complex issue as across the world ratings for traditional sports is falling on traditional broadcast platforms.
Football's fan base in Australia is highest in the under 30 demographic and most under 30's don't watch FTA TV and few watch subscription TV platforms.
Interestingly in a recent survey, people where asked to name their favourite Australian sporting teams. It was broken down by over 50, between 30 & 50, between 20 & 30 and under 20.
Over 50 cricket by light years.
30 to 50 cricket but with a big shift to Football.
20 to 30, Socceroos, Cricket & Matilda's
under 20, Socceroos, Matilda's, a big gap Cricket.
In the US the only code growing its base is the MLS and that is off a very low starting base, however NASCAR rating and crowds have almost collapsed, Hockey, Baseball hurting badly, Basketball & Gridiron both falling. Football as well in Europe is struggling to hold ratings on traditional platforms. In fact Amazon recently purchased some English Football rights out bidding traditional bidders.
Two things have stood out, first the increase in rating of both E-games [massive growth] and X-Games [BMX, Surfing, Ironman etc] and these are taking eyeballs away from traditional codes. Second is as mentioned the under 30 in particular simply wanta stream and don't wanta watch traditional platforms.
Football in Australia, has a younger demographic, so traditional platforms will suffer, but added to this are some recent changes to broadcasting rights. Telstra is free if you are a Telstra customer or only $ 99.00 dollars a year if you are not to watch all A-League, W-League, Socceroos and Matilda games.
Telstra is said to be over the moon with its take up and is refusing to share ratings claiming business reasons, insiders are saying and there is no way of either proving or disproving this that Telstra is equal or higher than Fox in the ratings.
Fox have reacted to the streaming issue by offering their own cut price sports offerings, which again is said to have a high take up but Fox like Telstra is refusing to release rating data.
There has also been the break caused by Optus of EPL & A-League, how many have gone to Optus who used to watch the A-League again is difficult to determine.
However add the 3 together, i.e Testra streaming, Fox Streaming & EPL at Optus then it has to have had a huge effect on Fox ratings.
To add to the complexity is the last 3 years of civil war between FFA and the clubs where FFA getting positive media was near impossible so as has been often the case in our past Australian Football fans torn the game apart each chasing their own wants and ideas. hopefully peace can be declared and we can again start talking up the league even SBS might write something positive.
Then we have the collision code media bias, add the ABC and the summer of Cricket and today we struggle for media in general, especially so since 9 purchased Fairfax and Fairfax went back to calling us soccer.
Finally their is the failed Fox's bid to get 10. America's CBS got 10, and Fox then withdrew all its programs it could from 10. One thing it could not was the A-League rights and CBS did not wanta help Fox, so our FTA partner in 10 is in a war with Fox and we are the mugs caught up in their little game.
There is much more to add but without key data tis impossible to be other than speculative..
I have spoken to a guy in Melbourne who says ...."" don't worry""" when the new body comes in they will expand to 16 teams fairly quickly, with a second Div up and running within 3 years ... further he says the media deal will be bigger and will not include Fox as a bidder for the rights, but Fox will buy the rights to some games .