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DAZN Considers Free Tier Expansion and $1bn Fund Raise to Increase Reach



International sports streaming service DAZN has revealed its strategy for a soon-to-be-launched free tier, providing users with access to a variety of live content without the need for a subscription. The innovative freemium model is set to roll out in Germany by the end of this month, followed by a global launch in early 2024.


Under this new offering, registered users on the DAZN platform and partner channels will enjoy a weekly selection of live matches from DAZN's extensive rights portfolio. The free content spans various top-tier domestic soccer leagues, including Japan's J.League, Spain's LaLiga, and Italy's Serie A, along with the UEFA Women's Champions League, NFL football, the Professional Fighters League in mixed martial arts, and boxing events.


In addition to live content, registered users will have access to a range of non-live content, including documentaries and highlights. DAZN's integrated products and services, such as news, data, statistics, free-to-play games and quizzes, betting options, and podcasts, will also be available to users of the freemium service.


DAZN Group CEO Shay Segev expressed the platform's commitment to expanding its reach and engaging with sports fans globally. He stated, "We want ALL sports fans to join DAZN and enjoy sport. With our comprehensive flywheel of sports-related products and services – from tickets and merchandise to betting and gaming – our aim is to become the go-to sports destination platform for all sports fans in all countries."


Germany serves as the initial test market for the freemium tier, a move DAZN had previously hinted at during a conference earlier this month. The company had already introduced a free ad-supported television (FAST) channel in Germany last year and experimented with various monetization options, including pay-per-view.


Alice Mascia, DAZN's Chief Executive in the DACH region, explained the significance of using Germany as a test market, stating, "We say in the industry [that] if it works in Germany, it works everywhere." She emphasized DAZN's commitment to evolving its monetization strategies, adapting to changing preferences and reflecting different values associated with sports rights.

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