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DAZN executives talk of democratising sport, away from the huge bundles, long contracts and fiddly installation boxes that are the norm with TV.
The service launched last August and is already available in five countries — Germany, Austria, Switzerland, Japan and, most recently, Canada.
It is expanding rapidly: from staff a year ago, it now has No adverts The model is simple. Users can sign up in minutes with no joining fees or long contracts and begin watching live sport and highlights instantly on their laptops, tablets or mobiles, without any adverts.
How can they keep costs down? One answer is providing no-frills production. Swanky studios For most matches, broadcasting only begins 10 minutes before kick-off.
There is no swanky studio either: at half time, the commentators simply speak over the world feed, although Opta provides data for graphics. Perhaps most significantly of all, DAZN has huge investment, enabling it to absorb losses for a number of years.
New normal The radical changes in how fans view sport are unmistakable. Still, the UK remains behind other countries in its embrace of the live streaming of sport. For that to change — and for DAZN to launch here — the upstarts need a compelling package of rights.
Make an impact DAZN probably needs a Premier League package to make an impact in the UK, but showing live matches is tricky, given the huge costs of domestic rights. Yet a similar highlights deal to that of the Bundesliga in Germany would be much more affordable when the Premier League rights are sold next year.
Such a package could then be accompanied by live sport from less expensive leagues. The obstacles are significant. It is not just about when DAZN will actually start making money, or how much traditional broadcasters can stump up for the most popular rights.
It is also that competitions do not always sell to the highest bidder if doing so will risk their visibility. Unless British mainstream sports are confident their reach will not suffer, they might initially be reluctant to sell to DAZN regardless of the price.
And yet for all these challenges, as sports evolve, it makes complete sense that the way we watch them will too.