DAZN is hiking the monthly price for its sports video app in Italy after the company, sometimes dubbed the “Netflix of Sport”, won the rights to broadcast all the country’s top-flight soccer games.
DAZN, which entered the Italian market in 2018, earlier this year secured the rights to show all Serie A games over 2021-2024 in a 2.5 billion euro ($3.1 billion) deal, one of largest for the streaming service in Europe.
The list price for a DAZN subscription in Italy will rise to 29.99 euros ($36.65) per month from July 1, the company said in a statement.
DAZN currently charges a monthly fee of 9.99 euros in Italy.
Current customers, and new customers who subscribe to the service in July, will be offered the sports video service at 19.99 euros for 12 months and 14 months respectively.
No change will be made to the account sharing policy, allowing users to watch the same live event on two different devices, with a maximum of six enabled devices per subscriber, a DAZN source said.
DAZN co-CEO James Rushton told Reuters in an interview the company did not need to dramatically change the number of soccer subscribers in Italy to make its Serie A investment pay off.
Industry sources estimate Italy’s subscriber base for soccer broadcasts at around 3.5-4 million.
($1 = 0.8184 euros) (Reporting by Elvira Pollina. Editing by Mark Potter)