DAZN signs first U.S. distribution deal with Comcast

September 19, 2019

The Sports Business Daily reports that DAZN has signed with Comcast for the digital platform’s first U.S. distribution deal.  Those wishing to watch DAZN still must subscribe separately from their Comcast contract.

According to the report, DAZN will be available for Comcast internet customers that use the Xfinity Flex box for streaming apps as well as the Xfinity X1 set-top boxes.  The deal will begin October 5th with DAZN’s card featuring GGG and Sergiy Derevyanchenko.

A spokesperson for DAZN noted that it was the company’s first distribution agreement in North America but it would not be its last.  It also expects to attempt to replicate this model in other countries.

Payout Perspective:

The purpose of the strategy is to make DAZN easier and quicker to find to subscribe to and better to watch per DAZN.  With Comcast signing on, those that subscribe to cable will be able to watch the app as part of the cable company’s online offerings.  While the strategy is somewhat contrary to the purpose of having an online platform, it makes sense for the company to make an effort to broker distribution deals with such a robust lineup of content coming this fall.  Does the distribution strategy make sense for a company that wants customers to pay a monthly subscription in addition to its cable bill?  One might suspect that despite the cord cutters out there, there is a certain level of consumer willing to do both subscriptions and keep their regular cable/satellite.

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