The AFL's website attracted more than 1 million unique visitors on the day of the competition's recent 2015 player draft, capping a record-breaking year in digital terms. 
Website visitor numbers, including the 18 AFL clubs, on draft day in the last week of   November was up 39 per cent compared with a year ago.
About 41,000 viewers also tuned in for the live stream of a draft preview show on the AFL website, despite a 3.30pm starting time on the east coast. It was double the number from a similar venture in 2014.
The AFL website now ranks as the most popular sports website in Australia, having attracted an average of 4.2 million unique visitors per week during the season and 3.7 million video views each week. On a monthly basis, website traffic is up 8-9 per cent from a year ago.
AFL chief executive Gillon McLachlan said the AFL Media business, established only four years ago, had been a success story for the sport.
"It is a profitable venture and it is the gateway to a digital future, in concert with our other media partners. It's an important part of our future with our broadcast partners, whatever that looks like. Its simple role is the way our supporters can get the information they want in every format and to remain deeply engaged," he said.
The AFL this year extended its broadcast contract with Seven West Media, News Corp and Telstra in a deal worth $2.508 billion for six years from 2017 onwards, including the continuing of its digital partnership with Telstra.
McLachlan said the new deal would not necessarily mean the AFL would spend more money, given there was still scope for growth for its digital audience. "I don't think we need more resources but we just need to make sure the resources that are there are where they need to be," he said.
"The future is clearly video and mobile so it is about orienting the resources to where they need to be. We have to be relentless in everything about doing a better job and delivering our fans a better experience."