Channel Nine has won the Australian Open tennis broadcast rights from rival television network Seven, starting from 2020.

The $300-million, five-year agreement with Tennis Australia covers rights for broadcast, streaming, mobile, digital and social platforms for the Australian Open, the Hopman Cup, and the Brisbane, Sydney and Hobart internationals, Nine said in a statement.

The deal brings an end to the Seven Network's partnership with the Australian Open, which dates back to 1973.

Nine CEO Hugh Marks said the Australian Open was consistently among the most-watched programs of the year.

"The timing of tennis and the audience demographics it delivers are a perfect fit for Nine and its advertisers," he said.

"We share Tennis Australia's passion to grow its events, particularly the Australian Open, and expand its broadcast proposition in this country.

"To say we are excited to be part of that future is an understatement."

Tennis Australia chief executive Craig Tiley said the deal, which spans from 2020 to 2024, will see additional "year-round" tennis coverage.

"There are components within this new agreement which we believe will help us further grow our events and the sport of tennis," he said.

Seven will cover the event next year before the new agreement comes into force.

"Seven was the first to deliver the game on multi-channels, the first to live stream and the first to deliver every single match across the screens of Seven to every Australian, along with consistently innovating the broadcast on the way," a spokesman said.

"But, we have been consistent and steady in what we have said about the economics of sports rights — the deal has to make commercial sense or we will step away."

Deal could have flow-on effect for cricket: expert

Marc C-Scott, who lectures in screen media at Victoria University, said the deal reflects the changing nature of sports broadcasting.

"Where we stand at the moment, we might not see these long partnerships between a broadcaster and a sport anymore," he said.

"Now the sporting codes are trying to get more money for the rights, it's not just about television — it's about streaming, digital rights and how pay TV fits in with the particular model."

In recent years, Seven provided some matches for free on its television channels and charged a fee to users who wanted to stream additional matches.

"I'll be interested to see whether Nine continues with that, and the flow-on effect that has for pay TV and anti-siphoning rules, which gives free-to-air television first dibs at rights of major sporting events," he said.

Dr C-Scott said the new deal may have flow-on effects for cricket broadcasting rights, which are up for negotiation.

"The question is whether Seven will make a solid bid to gain access to the cricket," he said.