Participant Observations 17/3/21 - AFL Stats Survey

So last night while browsing twitter, I came across a link to a survey from the AFL, asking for information about the quality of the stats they provide.

I'm not a huge user of AFL stats, but I'm a huge user of the AFL, so I participated in the survey, which took about 15 minutes to complete, and looked mostly into my usage info, such how often I use stats, what types of stats I look at, and on what platforms.

However, what was also interesting were the open ended questions, where they asked for ideas for stats related services. It was kind of hinted at in one of the questions, but here is what I wrote:

  

I'm taking this as a sign that the AFL is looking at how they might be able to monetise user generated content more effectively, and hopefully bringing the ability to link stats to video.

This is actually something one of the participants in my research predicted might happen back in 2017 - that rather than watching a whole game, customised highlights will be sent to your phone that are generated by either another user or an AI algorithm.

I think this opens up some really good ideas, but I also wonder about the possible negative consequences. Like, what if I compile a list of a players clangers, and then share them online and they become viral?

I'm sure there might be ways to get around this, like not coding those instances, but nonetheless, it still indicates to me that the AFL are looking seriously at user generated content, and how to get a piece of it.

Participant Observations 15/3/21 - 2021 Rule Changes

 So a couple of major rule changes this year that I will be watching with interest.

Firstly, the man on the mark rule that prevents the player standing the mark from moving laterally. While it looks a bit awkward, and I don't like the "stand" call by the umpire, I think this is a good move. It essentially takes the defender out of the game, giving a numerical advantage to the team with the ball. It opens up the kicking lanes around the defender, and it frees up other offensive players from having to block the defender on the mark if they wanted to.

It will take some time to adjust, and I think teams will work out how to move the ball quickly, but this is a good rule change.

Something I'm less in favour of is the reduction of interchange rotations to 75. This is designed to fatigue players and open up play, but I think it will increase the number of injuries in the game, and it will also encourage slow play, as teams will look to slow the game down and preserve their energy for the whole game.

I would actually be in favour of going the other way, and making the number of rotations unlimited. However, to prevent the game from turning into a rolling scrum, reduce the number of players on the field to 15, and enforce the holding the ball more. The 6-6-6 rule is fine, especially after goals, but there's no need to have the rule in place for other stoppages. Also throw the ball up quickly at ball-ups and get rid of the need to nominate ruckman. Keep the third-man up penalty however - teams will work out who is contesting the ruck themselves or give away a free kick.

Also, bring the umpire in 10 metres from the boundary on throw-ins, like the AFLW, to get the ball into the corridor.

Unfortunately, I think the man on the mark rule and the 75 rotation cap may actually cancel each other out, which is unfortunate.

Participant Observations 15/03/21 - AFL360

One of the best things about getting Kayo back on is that I now get to watch AFL 360 three nights a week. It's still the best AFL show on television, and I watch episodes on demand if I can't see the live.

My appreciation of Footy Classified grew last year in the absence of being able to watch Kayo, but it's just better in every respect.

There is some sadness that I missed the show last year, and it's the first year I've missed most of the show, but it was affected by COVID obviously.

It's a bit of a shame the show has been reduced to three nights a week, as it used to be four, except on weeks when there was a Thursday night game. Now it's three nights a week regardless of whether there is a Thursday night game or not.

But still the best footy show on TV.

Participant Observations 25/2/21 - Becoming an AFLW Giants Member

Unfortunately, with no Sydney Swans team in the AFLW competition yet, I've had to cross into rival territory and take up a membership with the GWS Giants...

Fortunately, it's an AFLW membership, as this was the best way I could think of to support the AFLW.

It's also a lot cheaper than a full AFL membership (about $360) or country membership (about $120), and on a payment plan it's only about $7 a month.

I also get the benefits of being a member, such as discount merch and sponsor offers, although I don't see myself using the merchandise at all!

It's also encouraging that the Sydney Swans academy women played some games this week, meaning a full AFW side for the Swans is (hopefully) only a few years away.

I'm not sure if I'll go to any Giants AFLW games this year. There are only 5 rounds left I think, and they play away this weak, meaning there are only 4 rounds remining for games at Blacktown.

The Giants have also already played 3 games at home as well, which means they should only get 2 more games at home at best, and as the fixture if fully floating this year, who knows how many there will be.

But going to games was never really the motivation for getting the membership. It was always about finding a way to support women's football, and if I'm serious about doing that, in a neoliberal society I need to put my money where my mouth is.

Participant Observations 5/2/21 - Anti-siphoning expiration

Every few years the anti-siphoning legislation comes up for renewal, and the current version of the legislation is set to expire in April:

https://www.businessinsider.com.au/free-to-air-sport-anti-siphoning-2021-2

This is a potential issue for many problems.

Firstly, as a sports fan, if the scheme isn't renewed, it could see more sport going behind a paywall, which means having to pay more to access the content. Not ideal when you are on a part time wage.

As an academic, this could emaciate Australian culture, as less people have access to sport, which is a large part of our culture.

As a researcher, this is a massive problem for my thesis, because large parts of the data are based on the anti-siphoning scheme, meaning the data will become obsolete if the scheme is abandoned.

Given the neoliberal disposition of the Liberal government, I have no confidence they will renew anti-siphoning, as it’s a market protection. They will also argue that consumers are now comfortable paying for content (i.e., look at the market penetration of Netflix! etc.), and that competition in the market place benefits sports.

Sports organisations are also likely to support the scheme not being renewed, as it allows them to realise true value for their rights.

Ughh...

Participant Observatins 5/2/21 - $5 Kayo

This week Telstra relinquished their digital streaming rights for the AFL, handing them to Kayo, the sport-based streaming service owned by Foxtel:

https://www.smh.com.au/business/companies/telstra-to-quit-nrl-afl-streaming-apps-in-sports-strategy-shift-20210202-p56ysc.html

This development is interesting for several reasons.

Foxtel itself is owned by News Corp (65%) and Telstra (35%), so before handing the rights to Kayo, Telstra was effectively competing against itself, as it had a stake in both Kayo and AFL Live Pass, where Telstra streamed their digital rights. So by handing these rights to Kayo, Telstra drives the audience towards a purpose built streaming service, which aggregates the potential audience and makes sense from a business perspective.

For example, if a consumer only wants AFL, the Live Pass option could prevent them from getting Kayo. However, with the Live Pass option removed, the Kayo subscriber base will increase.

However, if you only want AFL and not all the other sports, you are now left with no option but to get Kayo, and this involves an additional cost for many people, as the Live Pass came free if you were a Telstra customer. An important difference here however, is that Live Pass only worked on screens 7-inches or less, while Kayo is available on screens of any size.

To soften the impact of having to pay more to get AFL, Foxtel have made the kayo subscription available to Telstra customers for only $5 per month, which is a significant reduction from the base subscription of $25. However, this discount only lasts for 12-months, after which time it reverts to the basic $25 per month.

However, I'm a Telstra customer, and I like AFL, meaning I was eligible for the $5 discount subscription. However, I was also a Kayo subscriber paying $25 per month. Accordingly, I cancelled my existing $25 per month Kayo subscription and waited for it to lapse. Then, I signed up for the $5 discount subscription through my Telstra account, and hey presto, I'm now saving $20 per month for the next 12 months on my Kayo subscription.

This is important because it shows how consumers will act according to commercial self-interest to get the content they want.

The news also suggests Telstra are moving out of sports rights as part of their media strategy. They have already moved away from NRL, and they will no longer stream Netball after 2021. Foxtel has also just acquired the rights to Netball, and they will offer two games a week in front of the paywall for free on Kayo. I think the only rights Telstra have left are the A-League.