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French Football League launches direct streaming platform at €14.99 monthly

New direct-to-consumer service marks first football league to operate own channel, disrupting traditional broadcast model with competitive pricing.

Luis Rijo

• 4 min read
French Football League launches direct streaming platform at €14.99 monthly

The Professional Football League (LFP) announced July 2, 2025, the launch of its own streaming channel to broadcast Ligue 1 matches starting next season. The channel will be available for €14.99 per month with eight of nine weekly matches, marking the first time a football league has created and operated its own broadcasting channel.

The LFP's direct-to-consumer platform will be fully operational for the first match on August 15, 2025. The channel will be distributed through all platforms except Canal+, which rejected the offer. beIN Sports will retain rights to one match per week through 2026, requiring viewers to pay an additional €15 monthly for complete coverage.

According to Nicolas de Tavernost, director general of LFP Media, the target is "at least one million subscribers the first year." The €14.99 price point represents the lowest monthly cost for 100% Ligue 1 access in the competition's history, though this requires two separate subscriptions totaling €29.99 monthly.

Market disruption through direct distribution

The streaming advertising landscape has experienced significant transformation as traditional broadcasters face challenges from direct-to-consumer models. Global TV ad spend is projected to reach $169.1 billion in 2025, with streaming advertising expected to surge 19.3% while linear TV faces a 3.4% decline.

The LFP's strategy bypasses traditional sports broadcasters entirely. Canal+ declined participation after years of negotiations over pricing. The decision creates a direct competitor to established broadcasters like Canal+ and beIN Sports, fundamentally altering the French sports media ecosystem.

Historical pricing data reveals the significance of this approach. From 1984-1999, Canal+ offered limited Ligue 1 coverage at 18.30-28.10 euros monthly in current values. The costliest period occurred during 2008-2012 when viewers paid €88.90 monthly for complete coverage across Canal+ and Orange platforms.

Technical implementation and distribution strategy

The LFP will launch its own application compatible with all digital devices. Distribution partnerships are being negotiated with all platforms except Canal+ and beIN Sports, which maintains existing rights. The technical approach mirrors developments in connected TV advertising, where platforms are increasingly adopting programmatic capabilities to optimize revenue streams.

The compressed timeline from announcement to launch date reflects the urgency created by failed negotiations with traditional broadcasters. DAZN's previous agreement to broadcast eight matches for €400 million annually ended after subscriber numbers remained below expectations.

Market analysis suggests DAZN attracted approximately 500,000 subscribers at €30 monthly, generating €180 million annually. After deducting estimated production, distribution, and marketing costs of €35 million, net revenue of €145 million fell significantly below the €400 million commitment.

Financial viability and subscriber projections

The LFP's €15 monthly pricing requires approximately 2 million subscribers (direct and indirect) to match DAZN's €400 million figure after costs. This target reflects moderate-to-optimistic forecasting given market constraints and content limitations.

The platform will offer only Ligue 1 content without additional sports rights or entertainment programming. This contrasts with traditional broadcasters who bundle multiple sports and entertainment offerings to justify higher subscription fees.

Revenue models for direct-to-consumer sports streaming face inherent challenges. Live sports advertising commands premium rates due to engaged viewership, but standalone platforms lack diversified content to maintain subscriber retention between seasons.

Industry comparisons reveal the uniqueness of this approach. The NFL offers limited direct-to-consumer content through NFL+ restricted to mobile and PC platforms, excluding television viewing. Formula 1 provides F1 TV in select markets like the United States while maintaining exclusive broadcaster agreements in major European markets.

Advertising revenue opportunities

The direct-to-consumer model creates new advertising inventory opportunities that traditional broadcast partnerships might have limited. Streaming platforms are expanding measurement partnerships and programmatic capabilities to meet advertiser demands for precise targeting and performance metrics.

Sports content particularly benefits from advanced advertising technologies. Recent partnerships between tech companies and sports broadcasters demonstrate how live streaming enables real-time bidding and dynamic pricing adjustments based on viewership fluctuations.

The LFP's control over its advertising inventory allows for innovative approaches including integrated betting widgets and enhanced data collection capabilities. Traditional broadcaster relationships often limit such implementations due to existing advertiser commitments and technical constraints.

Market context and competitive implications

The timing coincides with broader industry consolidation. Disney's acquisition of significant stakes in streaming platformsdemonstrates how traditional media companies adapt to changing consumption patterns through direct investment rather than licensing agreements.

Canal+'s refusal to participate reflects broader tensions between content creators and traditional distributors. The broadcaster's CEO, Maxime Saada, rejected LFP Media's pricing demands, forcing the league into direct competition with its former broadcast partner.

beIN Sports' continued involvement, distributing content they did not produce, represents an unprecedented arrangement in sports broadcasting. This partnership model may influence future rights negotiations across other sports properties.

International broadcasting implications

The LFP's approach has international ramifications beyond domestic market considerations. International broadcast rights, typically sold through agencies like InFront, remain under evaluation. The league will present its commercial offering on July 10, 2025, addressing global distribution strategies.

International markets provide crucial revenue streams that domestic direct-to-consumer platforms cannot immediately replace. The balance between direct domestic control and international broadcast partnerships requires careful management to maintain overall revenue targets.

Successful implementation could encourage other sports leagues globally to consider similar approaches. However, market fragmentation and regulatory differences across countries create additional complexities not present in domestic-only strategies.

Marketing community implications

For digital marketers, the LFP's approach represents a significant case study in disintermediation and direct-to-consumer strategy execution. The model demonstrates how content creators can bypass traditional distribution channels when negotiations fail to meet revenue expectations.

The pricing strategy reveals the competitive pressure streaming platforms face when offering limited content portfolios. Without supplementary programming, sports-only platforms must price aggressively to attract sufficient subscriber volumes for financial viability.

Performance measurement will be crucial for advertisers evaluating the platform's effectiveness. Enhanced streaming measurement capabilities now available through various technology partnerships provide more sophisticated analytics than traditional broadcast measurements.

The success or failure of this initiative will likely influence similar considerations across other sports properties and content creators evaluating direct-to-consumer alternatives to traditional broadcast partnerships.

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