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[CA] DAZN

DAZN Australia: Everything you need to know

International live sports streaming service DAZN is in more than 200 countries and is expanding content to the platform.

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The way we consume international sport is undergoing a substantial change. While streaming has become an integral part of how we enjoy movies and television programming, professional sport is the next frontier in that field.

One of the major players in sports streaming is British company DAZN. Launched back in 2016, it promised to shake up the traditional pay TV model that has dominated sports coverage and broadcast rights for decades. A planned launch into 200 more countries was delayed by coronavirus. But it is now live and Australia is part of the global expansion.

Foxtel and free-to-air TV led the way for years in sports broadcasting in Australia before the arrival of Optus Sport in 2016. Kayo Sports then joined the fray, offering more than 50 sports and an aggressive price point. beIN SPORTS has also launched a streaming service and now we have DAZN. This is all you need to know about DAZN.

What is DAZN?

DAZN, pronounced "Da Zone", offers live and on-demand sports content online and through its app. Initially available in Austria, Germany and Switzerland, it is now in over 200 countries after a massive expansion in December 2020. This is when it launched in Australia.

Deal

Stream big boxing fights on DAZN

Sign up to DAZN and stream some of the biggest boxing matches in the world for $13.99 per month.

What content does DAZN have in Australia?

DAZN's sports content varies by geographical location. Boxing remains DAZN's principal offering, thanks to it owning global broadcast rights to Golden Boy Promotions and Matchroom Boxing USA.

In Australia, the global rollout commenced with some huge fights featuring some of the world's best pugilists, namely Canelo Álvarez, Anthony Joshua and Gennadiy "GGG" Golovkin.

On 1 July 2021, DAZN announced it had acquired the global rights to the UEFA Women's Champions League for 4 years. In a major boost for the women's game, DAZN will show matches on its platform and for free on its YouTube channel.

In December 2021, DAZN became the new global broadcaster for Fan Controlled Football season 2. Fan Controlled Football is exactly what it sounds like – it's football (in this case gridiron) streamed live where fans call the plays.

How much does DAZN cost?

In Australia, it will cost you $13.99 a month to access some truly world-class sport.

Does DAZN offer a free trial?

In Australia, DAZN does not offer a free trial.

Potential customers do have an opportunity to freely browse the site before signing up, with no paywall in place.

How can I watch DAZN?

DAZN can be accessed on up to 2 devices at the same time. The list of compatible devices is iOS and Android on mobile and tablet; gaming consoles PS4, PS5, Xbox One and Xbox Series X; TV and streaming devices Amazon Fire TV Stick, Android TV, Apple TV, Google Chromecast, LG webOS, Sony Android TV and Samsung Tizen; or on your computer via Chrome, Firefox, Internet Explorer, Edge and Safari.

Will DAZN get other sports?

DAZN has the major UEFA tournaments in some territories, with the men's Champions League and Europa League broadcast into multiple countries. It has live and exclusive EPL and NFL rights in Canada and has now added the Women's Champions League globally as mentioned.

The company revealed in an exclusive interview with Finder that it will look to add more broadcast rights for Australia if initial pick-up of the platform is encouraging.

DAZN has some additional feature or magazine-style programming, as well as documentaries. Most of these focus on boxing.

In Australia, boxing had previously been limited to Main Event for big PPV events. Kayo struck a deal with Main Event in 2020 to start showing some boxing PPVs. DAZN offering another boxing alternative has been warmly welcomed.

What impact will DAZN have on Australian sports streaming?

Many of the countries DAZN is already active in have far more complex live sports streaming industries than Australia and a lot more players. In Australia the market is far more clear, but also ripe for growth.

With DAZN's well-established global network of partnerships, it's in a good place to bring a host of sports from Europe, Asia and the Americas to Australia. In particular there is the limited penetration of North American sports into the local market – for example just 2 ESPN channels.

In DAZN's interview with Finder, EVP Joe Markowski made it clear the company will look to leverage existing global relationships when it looks to invest deeper into the local market.

Speaking of ESPN, the Disney-owned sports channel has its own ESPN+ over-the-top app overseas, complete with exclusive content and original programming. It was not bundled with the launch of Disney Plus in Australia, as it was overseas. A sign, perhaps, that Foxtel and Kayo Sports have the sports streaming scene under control, especially as they have over 50 sports on offer.

Stan Sport has also expanded its content, adding the UEFA Champions League and Europa League in recent times to its rugby union and tennis offerings.

DAZN will certainly see some competition in Australia for the brand awareness of Foxtel, Kayo Sports and Optus Sport. It could be a slow burn for DAZN Australia to build out a compelling offering, but a bit more competition is usually a good thing in the streaming market.

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