After acquiring the rights to Ligue 1 for the 2024 and 2025 season, DAZN created a gigantic bad buzz because of its price list. Prices much higher than what beIN Sport, Amazon and Canal+ have offered in the past have pushed consumers to take the illegal route with IPTV and streams on applications like Telegram. Today, DAZN is adjusting its strategy and improving the attractiveness of its offer to encourage subscriptions!
DAZN will move to two simultaneous screens in the offer
Launched with great ambitions, DAZN is today struggling to achieve its profitability objectives in France; its high prices are often singled out as one of the main reasons for this failure. With a current monthly subscription of 29.99 euros, DAZN would have around 500,000 subscribers, according to The Teama figure significantly lower than initial expectations. At the same time, hundreds of thousands of French people have preferred to turn to illegal alternatives, notably IPTV, to circumvent these prices deemed too high.
To reverse this trend which is clearly not in its favor, DAZN has decided to review its strategy. One of the flagship measures it is preparing to deploy is the relaxation of its restrictions on account sharing. Until now, the “Unlimited Plus” option allowing a second screen cost an additional 20 euros (a significant sum), bringing the subscription to 49.99 euros per month. With this new approach, DAZN will now allow its subscribers to connect two devices simultaneously at no additional cost. In theory, this could bring the subscription cost down to around 15 euros per person, if the subscription is shared between two users.
However, as with most streaming platforms, account sharing at DAZN is intended to be limited to family use within the same household. However, this rule will probably not be respected and it is very likely that DAZN accounts will be made available on subscription sharing platforms like Spliiit in the coming days. To our knowledge, the group has not developed a restrictive system like Netflix and Disney which are now capable of tracking IP addresses to detect use outside the home.
DAZN hopes, however, that this new, more flexible sharing policy will encourage new users to subscribe. Will this measure be enough to convince skeptics to invest in a monthly subscription of 29.99 euros? It’s not sure, especially since many have already invested in IPTVs that last for 1 year or more… If the number of subscribers does not increase quickly, DAZN could follow the same path as the ephemeral Telefoot channel from the Mediapro group , which had to close its doors due to lack of profitability.
