Dazn e Hbo Max fanno squadra nella battaglia dello streaming

Dazn and HBO Max are joining forces in the streaming industry battle, combining films, TV series, and sports to strengthen their positions. This new alliance comes at a time when the number of paying users and content offerings seem to be close to a saturation point. The new bundle between Dazn and HBO Max, called the Family package from Skydance, targets both existing and new Dazn customers with monthly or annual plans.

Football acts as an entry point, while films and series aim to appeal to the entire family. This strategy is being implemented in an Italian market where acquiring new subscribers has become increasingly challenging.

The agreement with Skydance marks Dazn's first sport-intrattenimento package, expanding upon the collaboration that began in 2020 under Warner Bros Discovery. The lineup includes "The Last of Us," "The White Lotus," "The Soprano," and the upcoming Harry Potter series. Dazn subscribers can access the service through the Dazn app or HBO Max website. The industrial logic is clear: additional reasons to pay for the same bill.

For HBO Max, the advantage is reaching a customer base without having to conquer it from scratch. The ads also provide a second source of revenue. For Dazn, it means trying to break free from the recidivism of loyal fans; if the contract serves multiple purposes, cancelling it involves different needs. Ultimately, this creates a sense of loyalty that must be built by expanding daily uses.

The numbers tell the story of the race for alliances. Sensemakers' latest data shows 15 million families subscribed to streaming services, with 92% of them having broadband. Deduplicated subscriptions amount to 13.71 million, with accounts shared outside the household estimated at around 10%. These are distinct measures and should not be added together.

In terms of individual players, Sensemakers assigns 11 million subscribers to Prime Video, 5.8 million to Netflix, 3.2 million to Sky, 1.9 million to Dazn, 1.6 million to Disney+, 1.1 million to Now (Sky's Ott platform), 700,000 to HBO Max, and 300,000 to Paramount+. However, audiences overlap: 65% of Dazn users also use Netflix, 73% use Prime Video, and just 8% use HBO Max.

This is where the bundle tries to attract customers. Saturation imposes more than just discounts; it pushes for the combination of genres, distribution, and advertising to defend its place in the family budget. According to Sensemakers, 47% of subscribers spend a total of up to 20 euros per month, and only 49.1% maintain a stable subscription.

The remote control offers choice, but the wallet imposes sacrifices. Whoever can finally be canceled wins.