Heavily criticized since its arrival in the landscape of Ligue 1 broadcasters, DAZN is slowly changing its strategy. A first promotional offer arrived in September while October will allow supporters to benefit from a new gesture from the British platform!
Since its arrival on the French market as the main broadcaster of Ligue 1, DAZN has faced strong criticism over its high prices. With monthly subscriptions at 39.99 euros without commitment or 29.99 euros with a one-year commitment, the streaming service quickly caused discontent among many supporters. Many preferred to turn to illegal solutions, such as IPTV or pirate streaming platforms, deemed more accessible.
The CEO of DAZN France, Brice Daumin, did not hesitate to denounce this trend in an interview with Parisiancalling these practices “theft” and pointing the finger at the “criminal organizations” behind these services. However, aware of the public’s reluctance, DAZN chose to react with promotional offers to try to win back football fans.
A first promotional offer in September for DAZN
In response to numerous criticisms, DAZN launched a first initiative in September 2024. Between September 10 and 22, the service offered a 50% reduction on its monthly subscriptions without commitment, temporarily lowering the price to 19.99 euros for the first two months. A similar promotion has also been applied to annual subscriptions, offering a discount on the total duration of the subscription, also at 19.99 euros per month.
These initiatives aimed to make access to Ligue 1 more affordable, especially at a time when illegal competition was becoming more and more pressing. But despite this one-off offer, DAZN’s challenge remains to convince football fans in the long term.
And now ? Free to test!
After this first promotional campaign, DAZN continues to innovate by offering, for the first time, a free 7-day trial without obligation. Starting September 30 and running through October 13, users can access the entire platform at no cost, with the option to unsubscribe at any time before the trial period ends.
This offer comes at the right time, since it allows new users to enjoy the matches of the seventh day of Ligue 1 for free which will take place from October 4 to 6. However, bad timing for ASSE supporters since the Greens’ meeting will be broadcast on beIN Sports… With the upcoming international break, DAZN hopes to convince users to extend the experience by subscribing to a paid subscription afterwards.
By banking on this free trial strategy, DAZN seeks to attract a wider audience, while offering a legal and quality alternative to fans of pirate solutions. It remains to be seen whether this initiative will succeed in reversing the trend and retaining a new subscriber base in France. It must be said that faced with pressure from France, particularly against the owner of Telegram, platform that facilitated piracy, many people have ended up opting for DAZN’s offer in recent days…
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