I think AFL club supporters are quickly moving away from generic league media articles, AFL radio programs &a podcasts, AFL related TV, etc. and only want to watch/listen/read about their own club. The passion for the 'Game' is declining, while tribalism amongst club supporters is increasing. While this is all anacdotal from my perspective, and could be because that's the way Essendon supporters have been reacting for the last 4 years. I've noticed other clubs supporters not really interested in talking about football, other than their team.
I think most supporters are fed up with the AFL, and the way the game is now run. The league is built on making money for television rights. Plus the strong emphasis on rotating premierships. Then you've got the 2 new clubs which have been handed everything.
The other thing is, that we live in an era of demand and supply. Club supporters have access to conversation via forums, supporter podcast, supporter blogs, etc. It was only a matter of time before club media departments started to take advantage of these platforms, and provide a service for their supporters.