Global OTT sports streamer DAZN’s partnership with American football’s elite NFL, through which it distributes the league’s Game Pass direct-to-consumer broadcast service, has seen double-digit growth in its second year.

The 10-year partnership, established ahead of the 2023-24 campaign, made DAZN the global distributor of NFL Game Pass outside the US, and across the 2024-25 season the number of paid subscribers to the service grew 23% year-on-year (YoY), as well as a 47% growth in free users.

DAZN launched Game Pass in six new markets across the 2024 campaign via the Prime Video OTT service as a paid add-on, including the UK, as well as Germany, Australia, Mexico, and Brazil, all markets where the NFL has or will host international games, and France also.  

Speaking on Game Pass’ growth statistics, NFL commissioner Roger Goodell said: “The NFL’s media distribution strategy has long been a key part of our growth and success. As we look to become a global brand, providing fans around the world access to our games is incredibly important.

“In just two years as our Game Pass partner, DAZN, has brought first-class technology and innovation to the product, providing a better viewing experience for our fans and helping to grow our game.”

DAZN chief executive Shay Segev added: “DAZN continues to elevate the NFL Game Pass experience, launching features and enhancing the viewing experience with every year of our long-term collaboration.”

Such initiatives include tiered subscriptions with new features such as Multiview for concurrent game viewing, live watch-alongs, and more.

As well as live games, Game Pass International provides fans access to NFL Network and NFL RedZone programming, as well as a library of NFL Films and NFL Media programming on demand.

DAZN has distributed NFL Game Pass in Canada since 2017 and has been the league’s broadcast partner in Germany and Japan since 2016. It has also held rights to league games in Italy since 2018.

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