Saturday, September 27, 2025, saw the Brisbane Lions roar to AFL immortality, capturing back-to-back Premierships in a Grand Final that not only thrilled fans but also shattered Australian television records. The 2025 AFL Grand Final, broadcast by the Seven Network and streamed on 7plus Sport, has officially become the most-watched program of the year, reaching an astonishing 6.1 million Australians across all platforms. It’s a number that cements footy’s spot as the country’s favorite winter pastime, leaving rival sporting codes scrambling to catch up.
The Grand Final showdown between the Brisbane Lions and the Geelong Cats was more than just a contest for silverware—it was a showcase of athleticism, drama, and national unity. With the match locked at 36 apiece at one stage, viewers across the nation were on the edge of their seats. But it was the Lions, under the guidance of coach Chris Fagan, who found an extra gear. They surged ahead, kicking 13 goals to Geelong’s six, and sealed a commanding 122 to 75 victory. The result made Brisbane the first team to go back-to-back since Richmond pulled off the feat in 2020.
“Once again, Chris Fagan’s side proved they were too strong on Australian sport’s biggest day of the year and on top of that, to see Will Ashcroft claim his second Norm Smith Medal was remarkable,” said Seven’s Head of AFL and Sport Innovation, Gary O’Keeffe. Ashcroft’s performance was nothing short of sensational, earning him back-to-back Norm Smith Medals and further solidifying his reputation as one of the league’s brightest young stars.
The numbers behind the broadcast are just as staggering as the on-field action. The national total TV audience for the match hit 4.08 million, up 70,000 from last year’s Grand Final. Streaming figures were even more eye-catching: 969,000 viewers tuned in via 7plus Sport, marking a 48% year-on-year increase. The post-match presentations drew 5.5 million viewers, while even the pre-game show managed to attract 3.9 million fans nationwide. These figures powered the Seven Network to an 81.1% share of commercial audiences between 6am and 6pm, and a remarkable 90.9% share in live streaming. In the world of Broadcast Video on Demand (BVOD), 7plus led the way with an 86.7% audience share.
“Following record breaking audiences, once again Australian football has solidified itself as Australia’s favourite winter sport and we couldn’t be prouder to broadcast every minute of the 2025 AFL Grand Final live, free and exclusively on Seven and 7plus,” O’Keeffe continued. His satisfaction was echoed by Seven’s Director of Sport, Chris Jones, who described the Grand Final coverage as “a fitting end to an incredible 2025 Toyota AFL Premiership Season.”
This year marked the first season of Seven’s digital AFL rights, and the impact was immediate. “Yesterday’s record audience on 7plus is not only a demonstration of the combination of exceptional content and user experience, but shows how Seven is redefining the way Australians consume live sport,” said Gereurd Roberts, group managing director, Seven Digital. Roberts revealed that almost a million new users signed up to 7plus since March, making it clear that the appetite for live, on-demand sports content is stronger than ever.
The AFL Grand Final’s ratings triumph outshone even the NRL’s marquee event, the 2025 State of Origin Game 3 decider. That rugby league clash, while impressive in its own right, drew a national TV reach of 5.7 million and an average audience of 3.9 million—falling just short of the AFL’s record-setting numbers. With the NRL Grand Final looming less than a week after the AFL’s spectacle, anticipation was high, especially after the Penrith Panthers’ surprise elimination. Still, the AFL’s dominance in both reach and cultural impact was unmistakable.
The 2025 AFL season as a whole was a juggernaut. Excluding the Grand Final, the Finals Series reached 8.7 million people, and the entire season touched a staggering 17.4 million Australians. More than 4.4 million streamed the season on 7plus Sport, a testament to the shifting habits of sports fans nationwide. “The surge in our 7plus audience through the year—driven by premium sport with AFL and cricket, the best news and entertainment, and our premium on-demand lineup—is not only reshaping user behaviour but opening up exciting new opportunities for our clients and agency partners to connect with viewers in more meaningful ways,” Roberts added.
Marketing and commercial partners were also quick to seize the moment. AAMI Insurance’s “AAMI to the Rescue” spot, featuring a star-studded cast, became a memorable part of the Grand Final broadcast, further illustrating the event’s unmatched ability to connect brands with audiences. “There’s no better platform to connect with audiences than the AFL Grand Final. Once again, it demonstrated its dominance by delivering an exceptional audience, solidifying its status as the number one winter sport for both viewers and brands,” said Katie Finney, Seven National Television sales director.
The success of the AFL Grand Final has set the stage for a blockbuster summer on Seven, with upcoming events like the Bathurst 1000, Spring Racing Carnival, AFLW Finals, and a home Ashes cricket series already generating buzz. O’Keeffe looked ahead with excitement: “As we continue with a stellar AFLW season and Finals Series, we also look forward to returning earlier in February for AFL Origin, live and free on Seven and 7plus.”
Seven’s strategy of delivering 12 hours of live coverage on Grand Final day, spanning everything from Weekend Sunrise at 7:00am through to the post-match celebrations and 7NEWS, clearly paid off. The network’s bold approach to both traditional and digital platforms has redefined how Australians experience their favorite sports. “With a seven-day of the week strategy, we were bold in our ambitions for AFL coverage in 2025 and we’re thrilled to have delivered the biggest and best moments, including yesterday’s historic AFL Grand Final live and free to all Australians on Seven and 7plus Sport, your home of footy,” said Jones.
As the dust settles on a Grand Final for the ages, one thing is certain: Australian football has once again proven its unrivaled power to unite, entertain, and inspire. With record-breaking audiences, unforgettable performances, and a broadcast revolution underway, the 2025 AFL Grand Final will be remembered as a landmark in sporting history—and a sign of even bigger things to come.
