DAZN, the sports streaming service owned by Sir Leonard Blavatnik, plans to expand into wagering, betting, fantasy sports and commerce over the next year, according to chief executive James Rushton. He told the BBC the platform will become a 'sports destination platform' and that profitability is 'in the near future'.
The service, which has around 15 million subscribers globally, recently secured UK boxing rights and is established in Japan and Germany. However, analysts question how it will recoup billions spent on sports rights. Rushton believes diversifying revenue streams will strengthen the proposition, a view echoed by consultant Alistair Taylor, who says rights holders increasingly see DAZN as a credible alternative to traditional broadcasters.
In Italy, DAZN has exclusive rights to Serie A football from the 2021-22 season, leading to a tripling of subscription prices to €29.99 (£25.50) a month. Rushton argues that as rights become more exclusive, customers will accept higher prices, noting the service remains 'more affordable and more accessible than ever before'.
DAZN is reportedly in talks to buy BT Sport in the UK, which would add Premier League football, Premiership Rugby and Moto GP to its portfolio. Rushton dismissed concerns about 'subscription fatigue', insisting passionate fans will always pay to watch their teams.
By delivering content over the internet rather than satellite or cable, Rushton claims DAZN is more efficient than traditional broadcasters, allowing it to invest more in rights while maintaining margins. However, media analyst Francois Goddard of Enders Analysis argues savings are limited, noting that in Spain, DAZN content is also available via linear channels, and online video requires costly server infrastructure, especially for live events where viewing is simultaneous.
