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Cricket Australia is expanding its international digital strategy with the early-access launch of Cricket TV, a new direct-to-consumer streaming service designed to bring Australian cricket to fans around the world. A full commercial rollout is expected later in 2026.
Developed with streaming technology company Eluvio, the platform combines live cricket with match replays, highlights, original documentaries and historic archive content. Its international focus is particularly important: Cricket TV is designed to reach territories where Cricket Australia’s content is not already covered by existing broadcast agreements.
The service is available across web browsers, mobile devices and connected TVs, with support for adaptive HD and 4K streaming. Eluvio’s Content Fabric provides the underlying infrastructure for managing, processing and delivering both live and archived programming.
Cricket Australia is also keeping its monetisation options flexible. Cricket TV can support subscriptions, pay-per-view purchases and advertising-funded viewing, allowing different commercial models to be deployed depending on the content and market.
Technology is also being used to unlock Cricket Australia’s extensive archive. Eluvio’s AI capabilities can analyse and search historical matches, generate clips and create vertical video designed for mobile and social distribution. Live matches can also be made available for replay without requiring a separate copy of the original programme.
The early-access phase is already demonstrating international demand, with Cricket Australia reporting viewers from more than 40 countries. The platform therefore gives the organisation another route to build direct relationships with overseas fans while complementing, rather than replacing, its existing broadcast partnerships.
Cricket TV will be showcased by Eluvio at IBC2026 in Amsterdam, ahead of the service’s planned full commercial launch later this year.
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