For several months, the main diffuser of Ligue 1 has struggled to achieve its subscription objectives. After launching a first offer at 69 euros for the second part of the season, Dazn returns with a new formula at 49 euros. On paper, the offer seems attractive. In reality, it is not a real reduction, but rather an automatic adjustment as the season is advancing.
Dazn plays on words to seduce the public
The principle is simple: one month has passed since the last offer, naturally reducing the subscription period. Clearly, Dazn does not really lower its prices, but adjusts the price to the remaining duration of the season. However, the platform presents this evolution as a new opportunity for football enthusiasts. A skillful way to play on consumer perception without offering a real additional advantage.
Dazn is still lowering its prices… or almost!
Behind this well -established communication, Dazn pursues a clear objective: maximizing his number of subscribers before the key date of December 1, 2025. If the broadcaster does not reach the 1.5 million subscribers by then, he could activate an exit clause and breaks his contract with the Professional Football League (LFP).
The uncertainty also hovers on the side of the LFP, which could also choose to disengage and relaunch a call for tenders for TV rights. Dazn therefore tries everything for everything by renewing its offer, hoping to attract new customers by playing on the urgency and the appearance of an unprecedented promotion.
A strategy that could tire consumers
If this approach can seduce some, it could also end up exasperating part of the public. By multiplying these offers without real price drop, Dazn takes the risk of weakening consumer confidence. Some may prefer to wait a few more weeks, hoping for a new “promotion” at 39 euros, or even less, as the end of the season approaches.
Finally, Dazn only follows an old commercial principle: recycling an offer by presenting it from a new angle. As the proverb says, ” what goes around comes around “.
