Interesting update today in Germany. Over the last 5 years the costs have slowly moved from 10€/month with monthly cancellation policy to now 15€/month.
But today they announced that from February 1st, new customers and returning subscribers will pay EUR 29.99 per month - with monthly cancellation. In the case of an annual subscription, which can optionally be paid in monthly installments, it is now 24.99 euros per month. Customers receive the cheapest offer overall if they pay for the annual subscription (EUR 274.99 = ~EUR 23/month) in advance. All existing DAZN subscribers will keep their current price until July 31, 2022. The same applies to all fans who sign up or reactivate their DAZN membership by January 31st.
So 50% increase over the last 5 years to now 100% increase within a year for the monthly option. Overall still a good deal (also because you can share and watch at the same time) but this is getting quickly into Sky territory. I'm pretty sure this means that they'll heavily bid for getting the PL back which they didn't have the last 3 years.
I think it's still a fair price if you're interested in the fringe sports they broadcast, but I'm quite certain this will cost them a ton of average football fans.
Straight up doubling your prices (or even tripling from your initial offer) is just PR suicide and this is not exactly the time where people will mindlessly cough up their money for football anymore either.
I think people will draw a line at paying €60 a month and it's not going to be the subscription for Sky they cancel, because in the end the Friday/Sunday games are more of a footnote of the matchday and even in the CL Amazon took half the Bayern/Dortmund games away from DAZN.
I think a lot of people will just say "feck off, I'm not paying €30 a month for a 720p broadcast of 10 big games a season, I'll just use a friend/pub/stream for the few games I really can't do without."
They already backtracked a little bit:
"At the moment it's not entirely clear how the pricing structure will look like from Augst 1st."
Which I guess is a weird statement, considering they just announced their new pricing structure.