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January, 2024

Australian Open 2024: record-breaking attendance, digital engagement and global reach

The Australian Open 2024 (AO) has shattered several records, including attendance and digital engagement, demonstrating the event’s growing global appeal.

The tournament attracted 1,020,763 fans during the main draw, surpassing the previous record of 839,192 set in 2023. An additional 89,894 fans attended during AO Opening Week, bringing the three-week total to 1,110,657 people.

For the first time, the Australian Open 2024 started on a Sunday, extending the main draw to 15 days. The AO partnered with 37 companies, including nine new partners this year, offering a range of on-site experiences.

A total of 796 players from 68 nations competed across all 18 draws. Australia had the highest representation with 77 players, followed by the USA with 73 players, and France with 59. National Australia Bank (NAB) transaction data estimates that $482 million was injected into Melbourne’s accommodation, hospitality, and tourism sectors throughout AO 2024. Consumer spending across the city rose 16% year-on-year during the tournament, with more than $333 million spent at various Melbourne hostels.

The 9 Network’s coverage of AO 2024 reached 12.857 million viewers, a nine per cent increase year-on-year. The men’s final between Jannik Sinner and Daniil Medvedev reached 5.471 million viewers on the 9 Network, while the women’s final between Aryna Sabalenka and Zheng Qinwen reached 3.261 million viewers.

The Australian Open became the first Grand Slam to reach 100 million YouTube views in a week. AO social media created and published 7250 pieces of content during AO 2024, achieving 1.7 billion impressions and 1.1 billion views and 58 million engagements.

AO 2024 marked the 10th year of Tennis Australia’s host broadcast and was the 91st event produced and delivered by the team. There was a 45.5% increase in global hours viewed year-on-year (across 12 key markets).

The AO website saw more than 22 million sessions – a 15% increase on AO 2023. The AO app saw increased engagement time of more than six minutes per user over the course of the tournament. What’s more, the AO’s metaverse, AO Adventure, saw over 15.5 million sessions, making it the most-played Grand Slam game on Roblox.