DAZN even cheaper? The service cuts prices to save furniture

Times are tough for DAZN. A few months after obtaining the broadcasting rights for Ligue 1 in France, the company is struggling to achieve its subscriber objectives in France. And yet, the bar was not supposed to be that high, with a target set at 1.5 million users. But faced with prices considered exorbitant, a service offer which failed to convince, but also in connection with the rise in power of IPTV platforms, DAZN found itself in failure. So, to try to regain growth, the chain is going all out by slashing prices.

A desperate offer for all users

Thus, between November 6 and 10, the channel tried to attract a larger number of subscribers through a campaign aimed at Prime Video subscribers. During the period, the first 8 months of subscriptions were offered at €14.99 per month, then €39.99 per month thereafter. A duration which is not insignificant: 8 months is also the remaining competition duration for the current Ligue 1 season.

And that's not all: to put all the chances on its side, the broadcaster offered this offer without commitment, while making it accessible to both new subscribers and already committed Prime subscribers. Thus, they were able to cancel their current DAZN offer to benefit from the new pricing.

DAZN faced with the failure of its offer

For the moment, no figures have been communicated concerning the impact of this campaign. But one thing is certain: DAZN seems to be in dire straits. Multiplying offers and reductions, the broadcaster finds itself trapped between a refractory public, unconvinced of the system dedicated to Ligue 1, and alternative channels in full expansion. Because, if the authorities are struggling in the face of the rise in power of IPTV, it is clear that a majority of spectators find what they are looking for, as reported by l'Équipe in September.

So, faced with this disavowal, what future can emerge for DAZN? On the chain side, things are clear. The company would therefore consider terminating its contract on December 1, 2025, i.e. in a little over 12 months, if its subscriber objectives are not achieved by then. And by then, the battle against IPTV could well and truly be lost for the official broadcaster of Ligue 1.