DAZN is planning a new strategy for the global market

© DAZN

New executives, new strategies: The growing sports streaming service DAZN wants to enter the global market and set a new focus in the original markets such as Germany and Austria.


The paid streaming service DAZN has expanded its market considerably since it was launched in August 2016: at the beginning it was only Germany, Austria, Switzerland and Japan, followed by Canada one year later and Italy and the USA the following year. DAZN has also been available in Spain and Brazil since 2019. Acting CEO James Rushton has now announced the preparation for the global debut of the streaming service – with a new management team and a changed focus on already existing markets.

The impetus for this development was not least the changed usage behavior of viewers due to the corona pandemic. DAZN recognized the increased interest in past live content of various sporting events on demand and now wants to focus on offering “non-live” content. Thanks to the regular income from already paying subscribers, DAZN sees itself in a position, despite the given circumstances, in the fourth quarter of this year to come back to the level as before the pandemic and to develop its new growth potential. With this new focus on a mixed offer of live and “non-live” content, DAZN wants to encourage its subscribers to use the service regularly.

DAZN’s global streaming service, which is currently still in the beta phase, is scheduled to go live in more than 200 countries and areas this autumn. The range of sports on offer is also to be expanded: in addition to football in the UEFA Champions League and the Bundesliga and professional boxing, many other sports are to be added. With the new team of managers, DAZN wants to further develop its streaming service in terms of user experience and concentrate on international expansion.



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