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DAZN 2019 Financials and Subscriber Deep Dive Domestic Rights Key to Unlocking Audiences

Report by Alistair Taylor
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The 20,000 Foot View:  DAZN’s 2018 financials highlighted the difficulty in encouraging consumer adoption of a digital live sports proposition with a limited portfolio of sports rights. 2019 marked a year of consolidation and growth. DAZN learnt quickly that without premium domestic content it is difficult to penetrate competitive markets effectively. This report presents key figures from MIDiA’s DAZN revenue and subscriber model. The full dataset is published alongside this report, with        results across its nine markets of operations, additionally including quarterly consumer data reported in MIDiA’s proprietary survey.

Key insights

  • 2019 was a year of strong growth for DAZN, with revenues increasing        year-on-year from        million in 2018 to        million in 2019 and subscribers up       
  • Contributing to this growth was the successful launch of DAZN in its eighth and ninth markets Spain and Brazil
  • DAZN’s leading market, Japan, accounts for the largest share of revenues        with        million, with        million subscribers accounting for        of its global base 
  • DAZN’s Italian operations accounted for        of company revenues, up        on 2018 to        million in 2019
  • In        2019,        of Italian consu mers watched Serie A, driving DAZN’s weekly average user penetration to        with        of DAZN subscribers watching Serie A 
  • DAZN’s US revenues grew        in 2019, accounting for just        of global revenues
  • DAZN’s leading market for subscribers in 2019 was Japan with        million subscribers, accounting for        of its global subscriber base
  • DAZN’s German operation is the most likely to show the strongest resilience during the pandemic due to its growing portfolio of premium domestic content
  • With J-League rights in Japan, Serie A in Italy and a burgeoning German proposition, DAZN is becoming a compelling choice for sports fans as we approach ‘D-day’ for sporting rights in 2021

Companies and brands mentioned in this report: Access Industries, Bayern Munich, BT, Bundesliga, DAZN, Financial Times, Golden Boy Promotions, J-League, Matchroom Sports, MLB, NFL, Perform Group, Serie A, Sky, Sky Deutschland, UEFA Champions League (UCL), UEFA Europa League, UEFA Nations League, Warner Music


This report showcases the data from MIDiA Research’s DAZN revenue and subscriber model (a full dataset is published alongside this report). The data refers to full-year 2017 to 2019. Therefore,        impact is not reflected in these numbers. This pre-COVID picture reflected a strong growth year for the streaming service, having launched in several new markets in 2019 and building out compelling value propositions in existing markets supported by acquisitions of premium domestic rights. While the early indications are that subscriptions have proven to be relatively resilient during lockdown, the pandemic-enforced postponement of live sports has hit sport-centric services the hardest without meaningful content to provide to subscribers, subsequently presenting a significant risk that growth may slow (and even decline) in 2020, with churn increasing during the recession.

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