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Over-the-top (OTT) broadcaster DAZN is doubling the cost of a monthly subscription in the US after building out its premium sports offering over the past year.
Starting 25th March, the price of a monthly pass for new subscribers will be increased from US$9.99 to US$19.99. Those already signed up to the sports streaming service will be able to pay the original monthly fee for a further year.
In addition, DAZN has revealed that it is rolling out a new annual subscription for US$99.99, which equates to approximately US$8.33 per month.
DAZN announced its launch in the US last year with a major focus on combat sports after striking a US$1 billion partnership with Matchroom Boxing. Since then, the company has added lucrative multi-fight deals with boxing rivals Canelo Alvarez and Gennady Golovkin, a nine-figure tie-up with the Bellator MMA series, and a US$300 million partnership with Major League Baseball (MLB).
A 12-month subscription to DAZN would provide subscribers with access to more than 100 live boxing and Bellator events each year, as well as on-demand fight replays, original content and a new live cut-in MLB show that begins this year.
Speaking to the Los Angeles Times, Joe Markowski, DAZN’s executive vice president, said: “The annual cost, broken down, is just over US$8 a month and it will offer baseball, boxing, MMA – all you can eat – for about the cost of one pay-per-view.”
Markowski also revealed that the pricing change came as a result of company research into its subscriber base, which he classified into two categories. The first category was those who subscribe to DAZN, watch its content regularly, and maintain their subscription. The other group, meanwhile, treat DAZN like a pay-per-view offering, subscribing, watching a single event and then cancelling their subscription.
“In recognition of both, we wanted to propose a model that serves both optimally,” Markowski added.
Despite the better value offered by the new annual pass, Markowski admitted to the LA Times that DAZN is prepared for a backlash over the increased cost of a monthly subscription.
“Do I expect initial blowback from the US boxing fan base? Yes, sure. It’s the nature of the 21st century,” he said. “We are making this change after a significant research project. In the end, I believe they will be understanding and recognise the continued value, but I’ve got my tin hat over the abuse I’m expecting from social media. I will say we wouldn’t make any change without this analytic.”
Over-the-top (OTT) broadcaster DAZN is doubling the cost of a monthly subscription in the US after building out its premium sports offering over the past year.
Starting 25th March, the price of a monthly pass for new subscribers will be increased from US$9.99 to US$19.99. Those already signed up to the sports streaming service will be able to pay the original monthly fee for a further year.
In addition, DAZN has revealed that it is rolling out a new annual subscription for US$99.99, which equates to approximately US$8.33 per month.
DAZN announced its launch in the US last year with a major focus on combat sports after striking a US$1 billion partnership with Matchroom Boxing. Since then, the company has added lucrative multi-fight deals with boxing rivals Canelo Alvarez and Gennady Golovkin, a nine-figure tie-up with the Bellator MMA series, and a US$300 million partnership with Major League Baseball (MLB).
A 12-month subscription to DAZN would provide subscribers with access to more than 100 live boxing and Bellator events each year, as well as on-demand fight replays, original content and a new live cut-in MLB show that begins this year.
Speaking to the Los Angeles Times, Joe Markowski, DAZN’s executive vice president, said: “The annual cost, broken down, is just over US$8 a month and it will offer baseball, boxing, MMA – all you can eat – for about the cost of one pay-per-view.”
Markowski also revealed that the pricing change came as a result of company research into its subscriber base, which he classified into two categories. The first category was those who subscribe to DAZN, watch its content regularly, and maintain their subscription. The other group, meanwhile, treat DAZN like a pay-per-view offering, subscribing, watching a single event and then cancelling their subscription.
“In recognition of both, we wanted to propose a model that serves both optimally,” Markowski added.
Despite the better value offered by the new annual pass, Markowski admitted to the LA Times that DAZN is prepared for a backlash over the increased cost of a monthly subscription.
“Do I expect initial blowback from the US boxing fan base? Yes, sure. It’s the nature of the 21st century,” he said. “We are making this change after a significant research project. In the end, I believe they will be understanding and recognise the continued value, but I’ve got my tin hat over the abuse I’m expecting from social media. I will say we wouldn’t make any change without this analytic.”
