Global sports streaming service DAZN has around 1.3 million viewers in Italy, according to a study by Lega Calcio on the state of the local pay-TV market.
Not all viewers are paying, nor do all of them pay a full subscription, as DAZN allows up to six devices (mobile phone, tablet or smart TV) to be used on the same account.
This has contributed to the success of Together Price, a sharing economy app that enables subscribers to share their DAZN account with up to 5 people, each paying a part of the subscription fee. According to market experts, DAZN should reach the break-even point in 2021.
There is also reason for optimism for the two other Italian pay-TV platforms: Sky Italia is expected to surpass the 5 million subscriber mark, up from the current 4.7 million.
Mediaset Premium could become profitable, for the second time in its history, after ditching the expensive race for the Serie A TV rights. Consequently, the broadcaster lost around 1.2 million subscribers and now has 700,000 but managed to put its finances in order. Mediaset also owns subscription streaming platform Infinity which has 750,000 customers.