Lots of Club Rugby to watch behind that paywall
This is definitely the challenge to adding subscribers. For a lot of people you need to be interested in the NZ games and test matches not involving Australia in particular to justify subscribing.
Hopefully most people who have Foxtel/Kayo predominantly for rugby will move across.
Another challenge with cost is that those wanting to move across for the rugby won't necessarily be keen to drop Foxtel/Kayo because they are interested in other sports still there.