Nearly 4 months after its arrival in Ligue 1, DAZN is increasing its promotional offers to finally reach a suitable number of subscribers. The efforts are slow to pay off and the British group may have to succumb to individual sales.
DAZN has not really reached conquered territory on the French side. The majority broadcaster of Ligue 1 since last August, the British giant has still not exceeded 500,000 subscribers according to the latest estimates. The fault lies with several factors: a massive rejection of the LFP, the declining popularity of French football and above all unattractive prices at the start. Last summer, DAZN started with monthly pricing at 39.99 euros without commitment and 29.99 euros with 12-month commitment. Prices too high for supporters of French clubs, who shunned the broadcaster and forced it to offer multiple promotions.
DAZN is considering selling matches individually
DAZN now offers the French championship at 19.99 euros per month with a one-year commitment, at 29.99 euros per month for two screens simultaneously instead of one and even recently at 14.99 euros per month for subscribers Amazon Prime. This latest discounted price will be offered to all consumers during this Black Friday week. But the British group's strategy does not simply stop at the monthly amount.
Indeed, according to the media Numerama, DAZN is seriously considering selling matches individually. An idea expressed publicly but not yet proposed to the French public. This solution is requested by more and more French supporters, who favor their club to the detriment of an abundance of matches. It remains to be seen whether Pay-per-view as it is called will make its return to Ligue 1. This is undoubtedly how DAZN will improve its image and its sales in France, but what about its financial profitability? A difficult dilemma to resolve, especially with the rise of piracy over the past several years.
France
Soccer
