There is no denying that horse racing has always been part of Australia’s sporting DNA. Even people who never set foot on the track still know the feeling of Melbourne Cup day. However, somewhere along the road, racing coverage started to fade from mainstream attention.
Quite a phenomenon, right? We are talking about a popular sport, where the interest has been fading. So, what’s the reason? Well, between streaming wars, influencer sports, and the rise of football codes dominating TV schedules, honestly, horse racing broadcasting felt like it had lost its seat at the table.
We are talking about a sport with selected events (only a few times per year), not like a regular sport where there is action every weekend. This means that when the Race Day comes, the viewership should skyrocket.
But it seems like the winds are shifting again, and strangely enough, it’s the digital era that shoved everything else into tiny screens, giving horse racing a chance for a big comeback.
Let’s talk about it.
The Digital Shift That Racing Needed
It’s safe to say that Australia’s media landscape didn’t just change – it flipped upside down. But this isn’t happening only here; it is a global thing fueled by technology innovations and changes in user preferences.
Traditional broadcasters that spent years trying to keep audiences glued to their TVs, while younger viewers slowly emigrated to streaming platforms. People nowadays spend more time viewing shorts and TikToks rather than watching TV, and that is a serious issue for a sport like horse racing.
Racing being stuck in the long-form broadcasts simply didn’t fit the new picture. However, something interesting happened. Digital didn’t just shrink attention spans, but also expanded opportunities. Have you seen how big media outlets like BBC, CNN, or Daily Mail spend more time creating social media content rather than full-on TV broadcasts?
This change also impacts the horse racing industry. Suddenly, racing doesn’t have to rely on one big broadcast; it can exist everywhere at once. We’ve seen the battle of mobile screens and TV for so long, but the truth is that they complement each other. Which means that they can coexist in perfect harmony.
You can watch a full-on race coverage on TV, but scroll on TikTok for some behind-the-scenes content, interview cuts, or maybe expert race analysis or predictions. Mobile phones also have special horse racing apps where you can browse the latest odds, see expert predictions, and gather analytical data before the race, just so you can make a wiser bet.
TwinSpires is a perfect example. This website and app allow people to keep track of everything that’s going on in the horse racing industry, which, by the way, is way more than a TV broadcast could cover in 1-2 hours.
So, if you’re thinking about making a bet, make sure to check out their bet suggestions and tips on the link below:
https://www.twinspires.com/edge/racing/wagering/best-bets/
Younger Fans Want More Than Just the Race
Let’s be honest, horse racing is a sport with a lot less content than other sports like football. There are only a handful of big races every year, and each of them only lasts for a couple of minutes. That content isn’t enough to keep the spark going in today’s dynamic times. Younger fans want content daily.
For years, horse racing coverage focused mostly on odds, track conditions, and the race itself. Valuable, yes, but not emotional, and not consistent. Thankfully, we have the birth of digital storytelling, a type of content that’s more focused on mobile phones and thrives on personality.
Social media racing content is easier to digest, there is more of it, and it makes the sport look more appealing. Influencers cover behind-the-scenes footage, good old racing talk, expert advice, or even simple edits that don’t have any words, which look amazing.
In other words, mobile racing content allowed the sport to grow in the modern age. It showed younger fans that it’s not only about the race, but also about culture, prestige, adrenaline, and pure emotions.
Tech Is Making Racing Easier (and More Fun) to Watch
Now let’s talk about the way we consume horse racing content. Old racing broadcasts felt like you needed a dictionary to follow them. As a beginner, you’d have trouble understanding what’s going on, even if the broadcast has live commentary.
Modern technology trends are undoing all of that. We have younger people who are making content online, which explains the sport in a much more understandable way, or at least easier to digest for younger generations.
Apps have instant replays, simplified odds display, and slow-motion cameras, which add to the user experience.
Australia is also embracing ultra-fast streaming tech, which removes the old delays that made betting apps and TV screens feel out of sync.
Generally, horse racing is more understandable, and this technology has stripped the barrier of entry, bringing more fans to the sport.
The Return of Social Viewing
Lastly, sports broadcasting is becoming social again, just digitally instead of in living rooms. The number of people using social media platforms is growing every year, reaching 5.41 billion users in 2025. The power of social media is undeniable, and the good news is that horse racing, especially in Australia, has taken advantage of this trend.
Big racing events are creating entire communities online where you can discuss horse racing topics. There are plenty of social media influencers promoting the sport, and those short-form videos only make horse racing more popular since they can reach millions of views in a couple of hours.
Plus, Aussies love a good shared moment, and racing provides exactly that.
So, is horse racing broadcasting dead? Not really. The sport is still going strong. The only thing that is changed is how we consume horse racing content, which isn’t necessarily a bad thing.
