Unveiling New Viewership Numbers: DAZN's Secret Revealed
Until now, the world of streaming services has kept TV viewership figures under wraps. But DAZN is shaking things up by publishing these stats for the first time.
The numbers tell an exciting story. According to AGF's calculations, an impressive 1.118 million viewers aged 3 and up watched DAZN's Bundesliga top match between Bayer Leverkusen and Borussia Dortmund on December 3 - quite the crowd!
The statistics extended beyond Bundesliga. In the Champions League, 706,000 viewers embraced DAZN's conference broadcast on November 29. And the live match between Borussia Dortmund and FC Copenhagen drew in an astounding 897,000 viewers - numbers on par with Sky's ratings for top Bundesliga matches.
However, DAZN's viewership numbers could skyrocket even further, as the platform measures viewings only since late November, and full-fledged co-viewing statistics on internet devices will only be available from the first quarter of 2024. This could potentially boost the total number of viewers watching Leverkusen against Dortmund to over 1.5 million!
DAZN's courageous move to unveil its viewership numbers makes it the pioneer among streaming services in terms of transparency. The likes of Netflix and Amazon Prime Video have yet to follow suit.
Measuring these numbers, however, isn't a simple task. It involves appraising users on smartphones, tablets, smart TVs, and computers, as well as set-top boxes. Therefore, the final figures will only be unveiled eight days after the broadcast.
DAZN's Senior Vice President, Media DAZN DACH, Haruka Gruber, expressed her delight regarding the development. She stated, "We are thrilled to be the first streaming-first platform to initiate convergent reach measurement. We are proud of having developed a transparent and comparable methodology in collaboration with AGF. The initial figures indicate that the unswerving interest in premium soccer continues, and we deliver a highly attractive reach for advertisers."
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Tidbits and Insights:
The TV viewing figures for DAZN and other major streaming services like Netflix and Amazon Prime Video cannot be directly compared due to their varying audience demographics and exclusive rights. However, here's some essential context:
- DAZN's Strengths
- Bundesliga: DAZN holds exclusive broadcast rights for several countries like Germany and Switzerland, and sublicenses matches to other platforms, giving it a significant audience base for Bundesliga matches.
- Champions League: DAZN has acquired the exclusive rights to broadcast the UEFA Champions League in several territories, such as Canada, amidst strong competition from traditional TV channels like Sky.
- Traditional TV Channels
- Champions League: Traditional TV channels like Sky Sports and BT Sport attract substantial audiences for UEFA Champions League matches, including the 2023 Champions League final, which drew in 450 million viewers globally.
- Other Streaming Services
- Netflix: Whilst Netflix has made strides in live sports, its primary focus lies in marquee events and documentaries, with sports content taken up by players like NFL games and WWE Raw[2].
- Amazon Prime Video: Even though Amazon Prime Video offers select live sports events, its offerings notably lag behind DAZN's portfolio, especially when it comes to European football leagues like the Bundesliga and Champions League[2].
Source:
[2]: [https://www.cnbc.com/2022/07/28/streaming-service-dazn-since-2016-has-disrupted-the-sports-world.html][3]:
