A recent national survey by Deloitte has finally settled the long-running debate over which sporting code reigns supreme in Australia — with the AFL emerging comfortably ahead of rugby league in overall fan numbers.
According to the Deloitte Media and Entertainment Insights 2025 report, 42% of Australians identify as AFL fans, cementing its position as the nation’s most-followed sport.
Rugby league trails behind at 30%, ranking third overall — edged out not only by AFL but also by tennis in national popularity.
The timing of the report is significant, coming as the NRL prepares to enter high-stakes negotiations for its next blockbuster broadcast deal.
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With its current $1.7 billion contract with Nine and Foxtel expiring in 2027, NRL chairman Peter V’landys has boldly declared the league’s next package will top the AFL’s $4.5 billion broadcast bonanza signed with Seven and Foxtel in 2022.
Earlier this year, V’landys claimed the NRL was “indisputably the number one sport in Australia and the Pacific,” pointing to its strong participation rates and wide-ranging appeal across genders and age groups.
Adding weight to his argument, the NRL’s 2025 grand final drew an impressive 4.5 million viewers — surpassing the AFL’s 4.1 million audience and giving V’landys fresh bragging rights.
However, Deloitte’s nationwide survey of 2,000 Australians aged 16 to 92 paints a different picture when it comes to overall fan followership.
The rankings show AFL leading with 42%, while rugby league, soccer, cricket, and tennis clustered around 29-32%.
Beyond the sporting rivalries, the survey also revealed shifting media habits among Australians.
Social media use dropped sharply over the past year, with average weekly time falling from six hours and 20 minutes to five hours and 20 minutes — a decline driven largely by younger demographics.
Platforms included in the study were YouTube, TikTok, Facebook, and Instagram, with younger Australians favouring video content and older users engaging with feeds and updates.