Kayo has lifted prices 15% as new owner DAZN shifts from subscriber growth to squeezing more revenue from locked-in sports fans.
Background: Kayo is the sports streaming platform Foxtel launched back in 2018, built for Aussie sports tragics. Think live AFL, NRL, cricket and just about every game worth watching. Over the past seven years, it’s grown to nearly 1.5 million subscribers.
What happened: After Foxtel was sold to global sports streamer DAZN for $3.4 billion in late 2024, the new owner is now looking for stronger returns. The result? DAZN has jacked up Kayo's prices by roughly 15%, pushing the monthly cost up to $46.
What else: DAZN says rising broadcast rights and production costs are behind the increase. Foxtel, alongside Seven and Telstra, paid $4.5 billion for AFL rights and another $1.5 billion with Seven for cricket. But DAZN doesn’t seem overly worried about customers walking away. The focus has shifted from growing subscriber numbers to squeezing more value out of the customers already locked in.
What's the key learning?
💡Yield over growth is when a business focuses on making more money from the customers it already has, instead of chasing lots of new customers.This shift usually happens once a subscription service matures and rapid user growth starts to slow.
💡In the early days, platforms chase subscribers at almost any cost. Cheap pricing, free trials and heavy marketing help build scale, but once a service hits saturation, price rises become the fastest lever to pull.
💡Kayo’s move is part of a much bigger trend across sports streaming:
Small price increases can boost profits faster than chasing new users, but push too far and churn becomes a real risk.
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