DAZN is "adjusting its pricing" as the OTT service starts a new MLB live look-in show and "heads to a busy stretch of important combat sports events," according to Lance Pugmire of the L.A. TIMES. DAZN is increasing its original $9.99 monthly fee for new subscribers to $19.99 while also "instituting a new $99.99 annual plan." DAZN Exec VP/North America Joe Markowski said that the pricing "emerged as a result of company research of its undisclosed current subscriber base, which he classified into two groups." Those called “value seekers” are "primarily motivated by the feeling they are getting a bargain from their purchase, and those labeled 'flexibility seekers' aren’t as concerned with cost as they are with accessing DAZN’s programming on an as-needed basis." Markowski also "touted the additions to DAZN’s stable of content, starting with the MLB 'Changeup' show that will stand as the equivalent of the NFL’s 'Red Zone' package" (LATIMES.com, 3/21). MMA FIGHTING's Dave Meltzer noted the price change "comes right before the company has three major events:" Canelo Alvarez-Danny Jacobs at T-Mobile Arena on May 4, Anthony Joshua-Jarnell Miller at MSG on June 1 and Bellator 220 on April 27 (MMAFIGHTING.com, 3/21).
KEEPING THEIR WORD: YAHOO SPORTS' Kevin Iole noted DAZN last year "vowed it would change the boxing business," and after six months, there is "no denying it has done just that." It has "signed some of boxing’s biggest stars," including Alvarez, Jacobs, Joshua and Gennady Golovkin. Fans who are "interested in seeing the biggest fights but don’t want to subscribe year-round" can use the $19.99 pass. DAZN has "had a lot of fights since its launch, but the Canelo-Jacobs bout will be the first that will be one that would have been guaranteed on pay-per-view under the prior system" (SPORTS.YAHOO.com, 3/21).
