Amazon’s streaming deal sparks media industry alarm
Australia’s long-standing anti-siphoning laws are under fresh scrutiny after Amazon Prime Video announced it will stream all 31 matches of the ICC Women’s Cricket World Cup live and free, requiring only a free Amazon account. While Amazon positions the move as a win for fans and visibility, Free TV Australia says it proves the existing laws are outdated and ineffective.
Bridget Fair, CEO of Free TV Australia, issued a sharp rebuke in a Sunday morning media release, framing Amazon’s offer as a calculated play to capture user data and drive subscriptions — not a gesture of accessibility.
“Amazon says it will be making this tournament available for free, but we all know with Amazon there’s no such thing.”
She continued:
“Only a tiny minority of Australians are currently Amazon Prime subscribers. This is just a means to grow their subscriber base, acquire user data and upsell. This deal shows how quickly our major sporting events can be snapped up by global streaming platforms that have no obligation to provide universal access.”
Free TV: loopholes let streaming giants bypass local rights protection
Fair said the Women’s World Cup scenario perfectly illustrates the gaps in Australia’s current anti-siphoning framework, particularly around digital rights. While the anti-siphoning list prioritizes traditional broadcast coverage, it fails to extend meaningful protections to streaming platforms — especially global services.
“The need to close the digital loophole in the anti-siphoning list is more urgent than ever.”
“Global streaming companies are coming for our beloved national sports.”
Fair even laid out a hypothetical bait-and-switch scenario:
“Offer the event for free until the competition is knocked out and then make everybody pay.”
And she warned of the longer-term consequences:
“Ultimately, Australians will be forced to pay to watch their national teams compete.”
Fair also pointed out a major blind spot in the legislation’s geographic scope:
“This latest acquisition highlights a critical gap in the current anti-siphoning list – it only covers world cup cricket tournaments played in Australia or New Zealand, but not elsewhere. Our national team should be accessible to all Australians regardless of where they’re playing.”
Industry ramps up lobbying for urgent reforms
The timing of the Amazon announcement couldn’t have been sharper. It came just days after Free TV’s Parliamentary Showcase, where network executives, broadcasters, and political leaders gathered in Canberra to push for tighter anti-siphoning protections.
“Tuesday’s showcase brought together network executives, on-air talent and political leaders to highlight how free television serves all Australians – including live and free sport that brings Australians together, no matter their post code or pay packet,” said Fair.
This, Fair argued, was no coincidence — but a real-time demonstration of the exact risk the industry had just raised with lawmakers.
“Just three days after we told parliamentarians that streaming giants pose a real threat to universal free sport access for all Australians, Amazon has proven our point,” said Free TV chief executive Bridget Fair.
“This Amazon deal is exactly the scenario we warned about – and why urgent action is needed to protect free sport for future generations.”
In the media release, Fair also appealed to rising cost-of-living pressures, urging lawmakers to recognize the impact of paid platforms on equitable access.
“With families already struggling with cost-of-living pressures, we cannot allow access to our great sporting moments to depend on which subscription services Australians can afford. The anti-siphoning rules must be updated to ensure free access whether Australians choose to watch on broadcast television or free BVOD services.”
Alyssa Healy supports visibility, criticises past broadcast decisions
In Amazon’s media release, Australian women’s cricket captain Alyssa Healy welcomed the free streaming announcement, calling it an important step for the visibility of women’s sport.
“The women’s game continues to grow globally and maintaining strong visibility is essential to that growth.”
“It’s great that fans will be able to watch the tournament on Prime Video for free.”
Healy’s position is a contrast to her 2023 comments, when she criticised Nine’s decision not to acquire the Women’s World Cup broadcast rights — even as they aired the men’s tournament.
“A slap in the face,” Healy said at the time, as quoted by Mumbrella.com.au.
Amazon defends decision as inclusive and future-facing
Alexandra Gilbert, Head of Content at Prime Video Australia, responded to the criticism by emphasizing the platform’s commitment to accessibility and inspiration.
“We’re not only delighting our customers and maximising the visibility for these outstanding athletes – but also inspiring the next generation of female cricketers,” she said in an official statement from Amazon.
The company also pointed out that the ICC rights were secured in 2023, well before recent political debates, and that no Australian free-to-air broadcaster bid for the Women’s World Cup at the time. Prime Video previously offered free highlight packages for ICC women’s tournaments and now appears to be expanding that model.
A wider debate over modern access vs outdated protections
While Free TV Australia warns of creeping paywalls and shrinking access, critics of the current legislation argue the real issue lies in the anti-siphoning rules themselves — which may be inhibiting innovation and audience growth in a streaming-first era.
Broadcasters have increasingly shifted marquee events behind paywalls despite acquiring rights under the guise of “free access.” Channel 10, for example, moved key international football qualifiers to Paramount+, leaving fans behind a paywall despite initial protections.
For many in the industry, the Amazon deal doesn’t break access — it breaks the illusion that anti-siphoning rules, as written, actually protect viewers in a digital-first world.
