Dazn's French adventure is currently like a huge mess. Arriving with the promise to revolutionize the broadcast of Ligue 1, the British platform leaves the championship by the small door after a single chaotic season, leaving behind a bitter taste and, above all, hundreds of thousands of furious subscribers. Since the premature breakdown of his contract with the LFP, the broadcaster deaf earning the requests for termination and reimbursement of those who had engaged for a year, creating a real crisis of confidence. While many believed them on the start, the platform is preparing an unexpected counterattack, a spectacular promise to try to reconquer an audience that she has deeply disappointed.
Dazn, has the time of redemption sounded?
This major reconquest plan is the Club World Cup (June 14 – July 13). And for the occasion, Dazn intends to put the small dishes in the big ones. All of the 63 tournament games will be broadcast for free on the platform, on a simple creation of an account. Total gratuitousness supposed to make us forget the past setbacks. Better still, the broadcaster promises a “immersion competition” with unprecedented technological innovations: “Ref Cam” on referees, gopro on players with warm -up and microphones on technical staff. A way of saying: ” Look, we know how to offer quality content when we want. »»
No more Ligue 1, make way for the seduction operation: Dazn relaunch its machine
A reconquest operation in front of a wall of anger
But this promise of a free and innovative show is likely to come up against a wall: that of the anger of French consumers. How to convince an audience to come back when you refuse to reimburse the annual subscriptions subscribed on the basis of a commercial promise not kept? For many injured customers, this free World Cup is more like a desperate attempt to limit breakage than a real commercial gesture. The refusal of compensation has left deep traces and forgiveness is far from acquired.
IPTV's spectrum, Dazn's other enemy
Beyond the legitimate anger of subscribers, Dazn faces another reality from the French market: massive and illegal consumption of football via IPTV. In a country where a significant part of fans already has access to all competitions via pirate boxes, a legal offer, even free, struggles to compete. Why create an account on Dazn for a single tournament when illegal solutions already offer everything, all the time? This context makes the mission of reconquest of Dazn even more perilous.
Dazn: a risky bet for an uncertain future in France
By betting everything on this free club World Cup, Dazn plays a bold but terribly risky card. The operation has the merit of existing, but it seems to ignore the depth of resentment of its former customers and the realities of the hexagonal market. Meanwhile, discussions continue behind the scenes for a possible distribution of the future league chain. Will this great summer promise be enough to restore her coat of arms and convince the LFP to rebuild him? Summer will be a judge, but the path of redemption promises to be long and strewn with pitfalls.
