Game, set, watch: Securing 155m YouTube views for the Australian Open 2025
CHALLENGE
The Australian Open is watched by millions of fans around the world, but global broadcast agreements create significant restrictions around when, where and how match footage can be published online.
For the 2025 tournament, Tennis Australia needed Brave Bison to maximise YouTube audience growth and revenue while navigating those rights restrictions across short-form video, long-form content and livestreaming.
The challenge was to create a YouTube channel and rights management strategy that could feed a 2.7 million-strong subscriber base with high volumes of content without compromising partner rights.
SOLUTION
Brave Bison developed a territory-specific content strategy that maximised the footage available in each market and applied geo-targeting rules to every relevant content strand.
Across two weeks, our team created, optimised and published more than 2,000 videos, including highlights, livestreams, AO Animated, AO Bluezone and more than 400 sponsored and organic YouTube Shorts.
Every asset was supported by optimised metadata and custom graphics, while our digital rights management team removed unlicensed livestreams, manually claimed more than 1,000 pieces of user-generated content and managed Content ID across the channel.
The tournament generated 155 million views, 6 million hours of watch time, 6 million livestream views and 826 million impressions, while tournament revenue increased by 63% year on year.
results
155m
views (in-tournament)
6m
hours video watch time
6m
livestream views
826m
impressions
+63%
tournament revenue YoY
2k+
videos published
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