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- Premier League+ launches in Singapore on 5th August
- More markets could be covered in the future
- Subscription cost less than half that in UK
The Premier League’s first ever direct-to-consumer (DTC) streaming service will launch in Singapore on 5th August, costing S$44 (US$34.35) a month.
Premier League+, which was first revealed in February, will offer live coverage of all 380 matches as well as games from the FA Cup and the season-opening Community Shield via a dedicated mobile, TV and web app.
Streams will be available in 4K picture quality where supported, with coverage enhanced by multi-camera views and real time data overlays. Live coverage will be complemented by highlights, full match replays and original content.
Premier League+ will be operated in partnership with Singaporean telecommunications giant StarHub, which is in the middle of a six-year rights deal signed with the competition in 2022. Starhub customers will receive access to the service as part of their subscription.
Day passes costing S$16 (US$12.49) are available for mobile devices, while an annual subscription is S$399 (US$311.59).
Currently, a Premier League-only pass on Starhub costs S$40.74 (US$31.82) a month, while Singtel customers must fork out S$69.90 (US$54.59) for the Premier League and the FA Cup. There are no daily passes or annual discounts available.
“This is the first time the Premier League has launched a direct-to-fans streaming service anywhere in the world, and we are excited to provide supporters in Singapore with additional choice and new ways to experience the best league in the world,” said Premier League chief media officer Paul Molnar.
“Premier League+ will give fans more flexibility in how they watch, with enhanced features that bring them closer to the action, while complementing the outstanding service already provided by our valued long-term partner StarHub.”
The traditional model of selling rights to broadcasters around the world has been hugely successful for the Premier League, which generates huge amounts of media revenue without having to assume the risk, marketing obligations, and technological considerations of going DTC.
However, it has spent the past few years fine tuning a technological and commercial framework that could support a DTC service in specific instances. It has also taken global production in-house, with the launch of Premier League Studios, giving it more creative flexibility.
Singapore is seen as an ideal test market given it offers the Premier League strong brand awareness, a relatively wealthy population, high IPTV adoption, and advanced connectivity that can support such a venture.
Conditions could be appropriate for launch in other countries, while Premier League+ could be a useful negotiating tactic if the league feels it isn’t getting a satisfactory offer for its rights.
“For the first time, the Premier League is going to have its own customers, it’s going to have to deal with promotion, pricing, churn, distribution, all of those things,” Premier League chief executive Richard Masters said when announcing Premier League+. “We’re looking to build a business, but we’re also looking to learn to see how that might be replicable around the world.”
The Premier League’s global popularity has long led to suggestions that it should launch its own global DTC service that would be more affordable for fans and allow the league to keep more revenues.
UK fans in particular will be envious of Premier League+’s price point given it costs a minimum of UK£64 (US$82.97) a month to subscribe to Sky Sports on Now TV and TNT Sports on HBO Max, who share the rights. Additionally, not all 380 matches are available to watch live, with the 3pm blackout preventing any live televised soccer in Britain on Saturday afternoons.
However, a global launch of Premier League+ is virtually non-existent in the next few cycles given the riches on offer in its domestic market, as well as in key overseas territories like the USA, the Nordics and other parts of Europe.
The Premier League would have to forego guaranteed income and spend heavily on marketing, technology, customer service, and production.
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