DAZN, the British streaming platform, is making headlines with a significant price reduction on its Ligue 1 subscription, aiming to attract more viewers amidst criticism over its initial pricing. Starting from September 10 to 22, DAZN is offering a promotional deal that slashes the monthly subscription rate from 39.99 euros to 19.99 euros for the first two months, effectively providing a 50% discount. Furthermore, the annual subscription price is also being reduced from 29.99 euros per month to 19.99 euros over a year, marking a substantial annual savings for subscribers.
This promotional strategy comes in response to increasing discontent among football fans regarding the previous pricing model and a noticeable rise in piracy as fans sought alternative viewing options. DAZN CEO Brice Daumin highlighted that the first three days of the French 1st division championship went smoothly, with positive feedback from clubs. However, the rise in illegal streaming methods, particularly through platforms like Telegram, indicates that many fans are turning to piracy due to the high subscription costs.
In addition to Ligue 1, DAZN's offerings include broadcasts of the French basketball championship, the Women's Champions League, and major boxing and MMA events. The upcoming match between PSG and OM, scheduled for October 27, will be a key highlight for subscribers taking advantage of the promotional offer. Daumin reiterated the importance of addressing the piracy issue, stating that it poses a threat not only to DAZN but also to all content distributors and rights holders.
- The move to lower subscription prices is part of DAZN's broader strategy to establish a foothold in the competitive sports broadcasting market. Acquiring the rights to broadcast eight Ligue 1 matches per day for an average of 400 million euros per year, DAZN is keen on building a loyal subscriber base while combating the challenges posed by illegal streaming.
- The issue of piracy has been a longstanding concern in the sports broadcasting industry, especially when new broadcasters enter the market. DAZN's pricing strategy may serve as a test case for how effectively a streaming service can compete against illegal alternatives and whether it can sustain subscriber growth in the face of such challenges.
