‘The best number of brands is one’: SBS folds audio into On Demand and adds FIFA+ channel
SBS has become the first Australian free-to-air network to bring its video and live audio offering together under one umbrella, as it folds its audio stations into On Demand.
The seven live audio channels now available on SBS On Demand are SBS Radio 1, SBS Radio 2, SBS Radio 3, SBS South Asian, SBS Chill, and SBS PopAsia. The latter two channels will also include accompanying visuals to match the mood of the music.
“They say that the best number of brands is one,” James Taylor, managing director of SBS announced at the station’s upfront in Sydney on Wednesday afternoon.
“SBS On Demand is the number one ranked video app on both Apple and Android, and by putting video and audio alongside each other in one destination, we are sending consumers a very clear message for the digital era. When they want trusted news, sport, entertainment or audio in their language, it is all there for them in one place – SBS On Demand.”
This move was trialled at the end of 2023, with the inclusion of SBS Chill with visuals on the On Demand app.
“We have been stunned with the uptake and audience reaction, with more than 452,000 hours already consumed this way,” acting director of SBS Audio Pamela Cook said.
“In the global media landscape, SBS is unique in broadcasting in more than 60 languages and now we are bringing that live audio experience to Australian communities across smart TVs all over the country.
“The success of SBS Chill proves there’s strong audience appetite for streaming our audio content on SBS On Demand,”
Cook noted that last year, across broadcast radio, video, live streaming, digital publishing and podcasting, SBS Audio delivered more than 20,000 hours of multilingual content, across more than 60 languages.
“We’ve come a long way since those first days of radio, 50 years ago,” she continued. “We’ve grown and evolved with this country, and our evolution continues.”
On Demand has been further bolstered by the inclusion of a FIFA+ free ad-supported channel, dedicated to FIFA content, offering original programming, archive footage, live matches, and more.
Launching in November, the station will have premium FIFA content, both fresh and archival, with unique documentaries, interviews, and behind-the-scenes content, FIFA archival match footage, including classic matches from past World Cups, top women’s matches and other significant tournaments, plus selected live coverage of FIFA events.
“We’re excited to bring the FIFA+ FAST channel to SBS On Demand, giving Australians free access to world-class football content anytime, on any device,” announced Ken Shipp, SBS director of sport.
“SBS has been a long-standing and proud FIFA partner since first broadcasting the World Cup in 1986, and this channel lets us bring even more top-tier football to passionate fans. It underscores our commitment to, and investment in, high-quality sports programming and expanding Australians’ access to the beautiful game.”
Additionally, SBS is currently looking for sponsors for its FIFA World Cup 2026 advertising packages, with CCO Jane Palfreyman already claiming that the tournament will secure SBS “the biggest TV audience event of 2026.”
“It will be a World Cup like no other and this time our partners will benefit greatly from the significant increase in the number of matches – this will be the dominant event the world will be talking about in June and July 2026.”
“On linear broadcast we will have more than 556 hours of content across SBS and SBS VICELAND but then on SBS On Demand – Australia’s highest rated video streaming app – we will have all 104 matches streamed live, along with replays, mini matches and
highlights,” said Palfreyman.
“We will cater to this event through a lens of anytime, any place – and our partners will benefit significantly from that approach.”
Related Content
SUBSCRIBE
Sign up to our free daily update to get the latest in media and marketing.
