DAZN, the Netflix of sport which currently holds the rights to Ligue 1 Football, is trying everything possible to attract consumers. Currently, it is possible to subscribe to the platform for only €15 per month via Prime Video. Not sure that this will be enough to bring back the supporters.
Clearly, nothing is going well at DAZN, the Netflix of sport which currently holds the broadcasting rights to Ligue 1 football. As you may know, the streaming platform is simply boycotted by supporters since these prices were announced in August 2024.
For good reason, €39.99 per month without commitment to see the eight matches of each day of Ligue 1, it is far too expensive for a large majority of consumers. After the officialization of prices, the hashtag #BoycottDAZN went viral on X.
In order to restore its image among supporters, DAZN then launched into a promotional battle. Since September 2024, the DAZN Unlimited subscription is therefore offered at €19.99 per month. We recall that this formula contains in particular:
- all of Ligue 1 McDonald’s
- all Betclic ELITE
- boxing, MMA with the PLF and kickboxing with GLORY
- the Women’s Champions League and the Belgian Jupiler Pro League
- Only 1 stream available
DAZN is not as attractive as the Amazon Ligue 1 Pass
Unfortunately for the platform, this was clearly not enough to fill up with subscribers. As reported in the columns of the Foot01 site Philippe Bailly, boss of the strategy consulting firm NPA, DAZN is still far from reaching the audiences of its predecessornamely Prime Video with the Ligue 1 Pass.
“At the end of September, its penetration was half that of Amazon’s offering, at the same time in 2021. he explains. Concretely, while the Ligue 1 Pass showed 4.7% penetration in September 2021, DAZN was at just 2.3%.
In a final attempt to save the furniture, we have just learned that DAZN has lowered its prices again. By going through Prime Video, it is therefore possible to subscribe to the Unlimited Monthly formula for only €15.99 per month for the first 8 months.
One last promotional offer for the road
If at first glance the offer seems attractive, you must also take into account the price of Amazon Prime in the equation, i.e. €6.99 per month. In other words, the bill for the consumer is therefore €22. And once the 8 months have passed, the prices return to normal, i.e. €39.99 per month.
In fact, there are strong doubts about the success of the offer. The first reactions from supporters are unanimous: “15 euros for DAZN and 7 for Prime Video = 22 euros. It’s still too expensive just for Ligue 1,” wrote one user. “And not for everyone! You have to be a Prime subscriber: I got the offer, but I think I got used to doing something else during League matches 1,” admits another.
One thing is certain, DAZN seems on track to reach in one year the milestone of 1.5 million subscribers set in its contract with the LFP. If this is not the case, the Professional Football League will have the right to terminate its partnership with the platform.
