The days of ruinous price competition between commercial sports broadcasters are finally over. The pay TV provider Dazn will ask all customers to pay more in the future. After the Internet sports broadcaster had already raised the prices for new customers in January despite massive criticism, existing customers now have to dig much deeper into their pockets. According to a message sent to subscribers since Friday, all customers now pay the same monthly amount – and that is now EUR 29.99 for existing customers instead of EUR 14.99 previously. With monthly billing, the subscription price doubles. The cheapest annual subscription now costs EUR 274.99 instead of the previous EUR 149.99.
Dazn entered the sports broadcaster market in 2016 with a competitive price of EUR 9.99 per month and has gradually increased the prices – first to EUR 11.99, then to EUR 14.99. The price increases followed the acquisition of expensive rights packages, particularly in the soccer arena, where Dazn has outbid its competitors in tenders by the German Soccer League and Uefa. This season, the streaming provider is showing Bundesliga games live on Friday evening and Sunday afternoon, among other things. In addition, almost all matches of the Champions League with the five German teams are on offer.
Dazn justified the price increase for new customers in January by saying that the sports platform “does justice to the quality and value of its range, which has been greatly expanded since the start of the season” and is positioning itself “with a reasonable price in the market structure”. There is no separate justification for the price increase for existing customers.
Dazn’s most important competitor Sky as a provider of live sports had already raised its prices – initially at the end of 2021 for new customers, in February 2022 also for existing customers. However, the price increases were more moderate and amounted to between 50 cents and two euros, depending on the package booked. However, the packages were already more expensive than Dazn, at least for those subscribers who are interested in the Bundesliga.
For example, the combination of the Entertainment Bundesliga Sport packages currently costs EUR 23.50 per month with a 12-month subscription, from the 13th month the monthly price increases rapidly to EUR 45.00. If you want to enjoy the show in Ultra HD, you pay an additional five euros.