A-League executives are reserving judgment on declining television ratings until streaming figures are available and a clearer picture emerges of just how much the viewing habits of football fans have changed in a shifting technological landscape.

Two rounds into the new campaign, ratings on Fox Sports are down by approximately 31 per cent on last season. It's a concerning fall, particularly given there was also a sharp 24 per cent decrease last season, but there are several mitigating circumstances.

Plenty to ponder: A-League chief Greg O'Rourke is taking a 'wait and see' approach to declining pay TV ratings this season. Credit:AAP

For one, crowds are up in both the A-League and W-League, which indicates wider interest levels in the game haven't simply nosedived. Foxtel subscriptions have been on the slide as audiences flock to services like Netflix and Stan, while Optus' recent purchase of the English Premier League rights has impacted on how fans of the round ball game spend their money.

Anecdotal evidence also suggests there has been a significant take-up of the new My Football Live app launched by Football Federation Australia this season, which offers Telstra customers free streams of all A-League, W-League and FFA Cup matches.