The Australian Football League (AFL) is restructuring its media operations to prioritize external content creators and digital specialists over traditional in-house production, according to a report by the Ministry of Sport.
The league will decommission its primary production facility, Studio A at AFL House, and reduce its internal production team. Content creation will shift to strategic partners, including independent creators, specialist production agencies and broadcast collaborators.
Furthermore, the AFL has established the AFL Digital Network to oversee content strategy across the league’s owned media channels. The unit will focus on social and editorial output designed to maximize reach and engagement across platforms.
The league positions the restructure as a response to changing consumption habits as fans shift toward social platforms, short-form video and creator-driven content. The strategy aims to accelerate the AFL’s content footprint across highlights packages, behind-the-scenes storytelling, fan-generated media, podcasts and real-time social content.
Redundancies have occurred across production and support functions, though front-facing journalism and commentary roles remain unaffected, according to the Ministry of Sport.
Australia’s eSafety Commissioner has designated multiple platforms, including Twitch, Facebook, Instagram, TikTok, X, and YouTube, as age-restricted under new Social Media Minimum Age legislation, requiring services to prevent users under 16 from maintaining accounts starting December 10, 2025.