DAZN Hoping "ChangeUp" Proves Worthy Of Attracting Subscribers
DAZN's MLB program, "ChangeUp," is "experimental beyond its format," serving as a "test for whether baseball can appeal to a younger demographic, and whether an international network few people can pronounce ... can become a major player for sports rights" in the U.S., according to Ben Strauss of the WASHINGTON POST. Market research told DAZN that baseball fans were "interested in a show for hardcore fans, something that closely resembled 'Good Morning Football'" on NFL Network. That show "embodies the ethos 'ChangeUp' wants: a place for fans and players to get together and nerd out over baseball." The "bells and whistles" of the show speak to what "ChangeUp" is after. An "intruder alarm sounds whenever there is a runner in scoring position; a segment featuring best slides -- 'Sliding Dirty' -- is reminiscent of GMF's 'Toe Drag Swag,' which highlights the best sideline grabs." However, the "mechanics of the show will not matter if no one is watching -- or rather subscribing." DAZN currently charges $19.99 per month or $99.99 per year for the service, which is more than the $4.99 per month or $49.99 per year cost of ESPN+, or the $9.99 per month, $79.99 per year for B/R Live. Strauss: "If you aren't a dedicated boxing fan, the price for DAZN's baseball content is steep, especially considering MLB Network airs similar look-in shows" (WASHINGTONPOST.com, 5/9).
THE WATCHERS: DAZN logged more than 1.2 million worldwide viewers for the Canelo Alvarez-Daniel Jacobs fight on Saturday, the company said. The event peaked at nearly 700,000 concurrent streams, with more than 600,000 coming from the U.S., sources said. DAZN does not release subscriber numbers, but sources said the concurrent stream totals in the U.S. suggest that the subscriber base there is around 600,000. Company officials termed the fight a success, saying that it "generated significant paid subscriptions -- both annual and monthly -- to deliver against projected revenue targets," according to a release (John Ourand, THE DAILY).