0
Published on Nov 1, 2024 at 6:32 p.m. par
Abdel Maarous
DAZN is struggling to achieve its subscription targets for Ligue 1 in France, facing subscribers below expectations
Since its arrival on the French market, DAZN is struggling to attract the subscribers hoped for in Ligue 1. The British platform exclusively broadcasts eight out of nine matches per week. However, subscription figures seem to fall short of the objectives set. According to RMC Sportthe number of current customers would be close to 400,000, below the 500,000 subscribers initially estimated by the media. These figures highlight a worrying situation for DAZN. The platform's strategy is based on a threshold of one and a half million subscribers to be reached by December 2025.
To attract more followers, DAZN has launched a major promotional campaign since last September. This offer offers a monthly subscription at 19.99 euros. This initiative is extended until the end of 2024. It illustrates the platform's desire to actively recruit subscribers. DAZN thus managed to increase its subscriber base, which initially had only 130,000 users before the launch of this campaign.
Despite this aggressive strategy, the results remain insufficient. Internally, DAZN executives hope that promotional offers will continue to boost registrations. However, current growth leaves uncertainty. The Team point out that if this trend continuesa withdrawal from Ligue 1 could not be ruled out in the medium term.
The fight against piracy: a major issue for DAZN
Alongside efforts to attract new subscribers, DAZN also faces another major challenge. Since its launch in France, the platform has seen the number of illegal views increase. This was particularly illustrated during large posters such as the Classic OM-PSG. DAZN relied on these types of events to attract new users. However, illegal flows considerably reduce the impact of these strategies.
