DAZN to double subscription fees in Germany
DAZN, the international sports streaming service, has announced that it will double its monthly subscription fees in Germany from February.
From February 1, new customers will be charged €29.99 ($34) per month for a subscription, a significant increase from the current €14.99 price.
However, an annual subscription will see this figure drop to €24.99 per month with a one-off payment of €274.99 in total instead of €299.88 for twelve months. This still represents a huge rise from the current price of €149.99 for the same period, though.
The price hikes will only apply to new subscribers initially and returning users.
Customers with existing DAZN subscriptions will continue to pay the current monthly amount until at least July 31. The service said, “it is not yet clear what the new price structure will be like from August 1.”
The OTT platform is understood to have cited additional content as the main reason for raising prices.
DAZN’s main sports rights in Germany include premium soccer offerings such as the domestic top-tier Bundesliga, Uefa Champions League and Europa League, Spain’s LaLiga and Copa del Rey, and England’s FA Cup and EFL Cup competitions.
The streaming service said: “Our plan was to start the season with a very low price to give fans the opportunity to get to know DAZN. This price adjustment allows DAZN to cope with the increase in costs for rights, contents, and therefore the effective value of our offer.”
DAZN is also planning to increase subscription fees in Spain after landing rights to LaLiga from next season.
Subscribers presently pay €9.99 a month in Spain but the company is said to be looking to take this closer to €20 having invested heavily in LaLiga.
Last September, DAZN upped its monthly subscription fees in the UK and Ireland after rolling out more live and original content.
Following an introductory offer of £1.99 ($2.68) in the UK and €1.99 in Ireland, the monthly fee rose to £7.99 and €7.99 for new customers in the respective countries.