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DAZN increases prices, offers flexible tiers in Spain ahead of LaLiga deal

Sports streaming service ups subscription cost in another market after acquiring domestic soccer.

8 July 2022 Steve McCaskill
DAZN increases prices, offers flexible tiers in Spain ahead of LaLiga deal

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  • DAZN will increase prices with discounts for 12-month deals
  • LaLiga-only and LaLiga-less subscriptions also available

Sports streaming platform DAZN has increased the cost of a monthly subscription to its Spanish service ahead of the first season of its new broadcast deal with LaLiga.

Starting from the 2022/23 campaign, DAZN will share the domestic rights to Spanish top-flight soccer with Telefonica’s Movistar, showing five matches live from each round of fixtures, or 175 games a season.

Customers who want to watch LaLiga with everything else DAZN has to offer, including English soccer’s Premier League, Formula One and MotoGP, will have to pay €24.99 (US$25.36) a month, or €19.99 (US$20.28) a month if they commit to a 12-month contract.

The company will offer a standalone LaLiga subscription for €18.99 (US$19.27) a month, and an ‘essential’ tariff that includes everything except Spanish soccer for €12.99 (US$13.18).

DAZN and Telefónica will pay a combined €4.95 billion (US$5.47 billion) in total until the end of the 2026/27 season for the rights.

To broaden the reach of its LaLiga coverage, DAZN has sublicensed its matches to Movistar and has agreed a distribution deal with Orange’s pay-TV platform.

SportsPro says:  

DAZN’s initial mission was to disrupt global sports broadcasting markets by offering vast amounts of content at a highly competitive price point. However, this strategy has shifted towards doubling down in key markets by buying the most important rights in each territory – and increasing prices.

It has spent significant sums on top-flight soccer in Germany and Italy, increasing the cost of a subscription from €14.99 (US$15.21) in the former and €19.99 (US$20.28) in the latter to €29.99 (US$30.43) a month in both countries.

The cost of a subscription in Spain might seem good value in comparison, but it’s worth noting the Spanish service launched at €4.99 (US$5.06) before rising to €9.99 (US$10.14) and then €12.99 (US$13.18) earlier this year.

As they expand and mature, sports streamers still face a tricky balancing act of acquiring the content people want to subscribe to with an attractive price point.

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