The situation of DAZN is increasingly worrying, because the number of subscribers to the sports channel is not taking off. When it comes to making comparisons, it’s terrible for the Ligue 1 broadcaster.
Accused of having made a first subscription offer at a completely disproportionate price, DAZN launched into a promotional battle in order to finally increase its number of customers. The contract signed between DAZN and the Professional Football League this summer allows either party to terminate the agreement if DAZN does not reach 1.5 million subscribers within a year, but it is unlikely probable that this threshold will be reached despite the monthly rate of 19.99 euros now practiced. Because as confirmed by Philippe Bailly, boss of the cNPA strategic consulting firm and specialist in this issue, the Ligue 1 broadcaster is obviously very far from Canal+, but above all it still cannot come close to Prime Video which gave the French championship until the end of last season.
According to Philippe Bailly, the figures are terrible for DAZN when compared to those of Amazon. “ The price reductions practiced by Dazn since mid-September, and which reduce the cost of the subscription to the Unlimited package (the entire Ligue 1) to €19.99 per month, have not allowed the platform to make up for the delay compared to the rise of the Ligue 1 Pass. At the end of September, its penetration was twice lower than that of Amazon's offer, at the same time in 2021 », Specifies the expert. Nothing to reassure about a bright future between Ligue 1 and DAZN, the recent poster between OM and PSG not even having boosted subscriptions despite a colossal communication campaign. Enough to relaunch the idea of a 100% Ligue 1 channel manufactured by the LFP, which was envisaged last spring.
