The current broadcasting deal for overseas rights is worth £1.4bn to the 20 Premier League clubs, with matches shown in 212 countries.
Ayre believes that Liverpool deserve to receive an increased share, as is the case with the bigger clubs in Spain.
"Is it right that the international rights are shared equally between all the clubs? What we are doing is disadvantaging ourselves against top European clubs," Ayre told The Guardian.
"What is absolutely certain is that, with the greatest of respect to our colleagues in the Premier League, if you're a Bolton fan in Bolton, then you subscribe to Sky because you want to watch Bolton. Everyone gets that.
"But if you're in Kuala Lumpur there isn't anyone subscribing to Astro, or ESPN, to watch Bolton, or if they are it's a very small number. The large majority are subscribing because they want to watch Liverpool, Manchester United, Chelsea or Arsenal."
Under current league rules, 14 teams would need to vote in favour of any changes to broadcasting deals.