DAZN is lowering its prices. At least temporarily. Under fire for weeks over the price of its Ligue 1 subscription (29.99 euros per month with a one-year commitment, 39.99 euros per month without commitment) and heavily reporting on an increase in piracy in the French championship, the British streaming platform DAZN, which broadcasts eight of the nine matches of the French championship each weekend, offered a promotion on its prices starting on Tuesday, on Monday 9 September.
From 10 to 22 September, the annual subscription to watch Ligue 1 will go from 29.99 euros to 19.99 euros. As for the monthly offer without commitment, only the first two months will be charged at 19.99 euros, instead of 39.99 euros. “The first three days [du championnat] “They were crucial for us. We had zero mistakes. We are happy with this start. The feedback from the clubs is positive. A first step has been taken. Now it is important to build over time, learn lessons and develop the product.” said Brice Daumin, CEO of DAZN France in an interview with Agence France-Presse (AFP).
This decision comes three weeks after the start of the championship. At the end of a long series, DAZN acquired the rights to broadcast eight Ligue 1 matches a day at the beginning of July, at a cost of around 400 million euros on average per year. The platform’s stated objective: to attract 1.5 million subscribers in six months, according to its CEO Shay Segev. A challenge that seems difficult to achieve. According to the daily Western FranceThe operator would have between 100,000 and 150,000 subscribers, more than ten times less than its break-even threshold.
Increase in illegal platforms
The subscription price offered by DAZN, considered too expensive, associated with the dangerous communication of the thinking heads of the National Football League (LFP) – “Subscriptions are vital for the economy of clubs”urged Montpellier president Laurent Nicollin in an interview with The team – sparked outrage among fans and a surge in illegal distribution methods. On X (formerly Twitter), the keyword #BoycottDAZN was a huge hit for several days after the start of Ligue 1. And according to The ParisianAt least 200,000 people took to Telegram to watch the Le Havre-PSG match on August 14 to open the season.
This announcement comes on the eve of the LFP General Assembly which will elect its president on Tuesday 10 September in Paris. The question of the price of the subscription particularly stirred up the campaign, as Cyril Linette, the only opponent of the outgoing Vincent Labrune, pledged to “convince DAZN to lower its price as quickly as possible”to avoid a ” disaster “.
Questioned by AFP, the director general of DAZN France assured that this price reduction had not occurred. “no connection with the upcoming LFP elections”. “You have to know how to listen, read the lessons and adapt. That’s how you build something”He added. For those who have subscribed since the start of the championship, nothing has been announced about a possible retroactive effect on the prices.
