Expert Sandro Wagner, trainer Julian Nagelsmann and moderator Laura Wontorra regularly speak into Dazn microphones. Image: imago images/Lackovic
streaming
02/02/2023, 11:44 am02/02/2023, 11:45 am
The sports streaming provider Dazn only introduced new subscription models on January 9th. All sports are now available for EUR 29.99, the Bundesliga from EUR 24.99 and darts and handball for EUR 9.99. After many fans were upset about the high prices, Dazn boss Alice Mascia now explained that the company is now going in a completely different direction.
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Dazn goes to advertising and TV
So Mascia addressed a new major project that should give people access to sports. At the same time, however, they want to win new customers via the new path.
This should happen via so-called Fast Channels, free-to-air, linear and digital channels made free by advertising. As opposed to Mascia”DWDL” emphasized that this is “a real global and digital trend, especially among young audiences”. And further:
“In my view, it’s the biggest innovation in TV since Netflix started.”
For the Champions League, customers currently have to pay at least 24.99 euros per month.Image: dpa / Ina Fassbender
It is therefore also important that Dazn take a leading role in this area, which is happening in several ways. The streaming service has also been offering Dazn Fast and Dazn Fast+ for a few days now available via waipu.tv and Samsung TV+ are. According to Mascia, the difference between the two channels is primarily in live broadcasts, which should only be included in the Plus version. Games from the French Ligue1 and the Spanish LaLiga are broadcast here.
Free program is designed to attract new customers
With the free channels, the company now also wants to exploit the strength of free-to-air television, which is of great importance to German sports fans. In this context, Mascia described the channels as an aperitif, since the channels are basically intended to offer a foretaste of the paid Dazn content:
“It’s like an appetizer, if you will – an aperitivo.”
The Bundesliga and Champions League therefore remain subject to a fee. The broadcaster boss rejected the criticism of the price development at Dazn. She argues that other companies in the industry have “significantly increased” their prices over the years. In Spain and Italy you also pay significantly more for sport than in this country.
In addition, the head of the streaming service again emphasized that the increase in prices is also related to the more expensive rights. At the beginning of the streaming service, Dazn was the “Netflix of Sports”, today that has changed. At that time, this approach was correct due to Sky’s monopoly, but now Dazn itself offers “the best premium sport in one place”. According to Mascia, this must also be reflected in the price.
In the last two weeks, there have been signs of a small crisis at FC Bayern. Since the start of the second half of the season, Munich have drawn three times in the league. Criticism followed the results, for example from Oliver Kahn.
