Tim has garnered a third of the expected subscribers. Perhaps he overestimated the Italian market, based on a cliché. Moreover, offering a poor product
Mass is over, go in peace to enjoy your Sunday of football. And flocks of average Italians dressed up for party were loading up on pastries, to go to the mothers and mothers-in-law to consume the ritual: first-second-side dish-fruit-sweets-balloon. It is a cliché like many others, with sepia tones, which fits well: a nurturing story of normality, of relaxation. That we were ready to pay, even a lot, by chasing the progress of technologies, parables and networks (because everything is a reference to the Bible, in this country). We told it like this, mythologizing a bit, and it turned against us. Now that the inalienable straight football of a people has become an economic lever, almost an emotional blackmail.
Sky, Dazn, and Tim in the second place bet on our imperturbability: we will give them the ball that rolls, they will pay. And if we give it flickering, pixelated, asynchronous, late, even if we have to deny it for long stretches, they will pay the same. Because? They can’t do without it.
But what if it is not so? And what if the people of consumers, skimmed by the unscratchable hoof – in other ways tame, compliant victims – were not willing to pay for such a product? What if football was no longer a basic necessity?
The malfunctions and the technical quarrels, the saturated and jagged calendars, the archipelagos of platforms each with its own different subscription, have hidden the fuss under the carpet of cliché. Disaffection is not an unprecedented grain. Serie A became a decadent league, and people had begun to attend stadiums less even before they closed them. and invoke its reopening as a panacea for all the financial woes of the system. Dazn only worked as a trigger, at least for the less faithful user.
From when the adventure of the Dazn-Tim-Serie A ticket started, there are no official figures: not those of actual subscribers, nor of a certifiable audience. But At the end of the quarter with great fanfare of his telecom-football operation, Tim is suffering from a certain embarrassment: he was expecting one and a half million new contracts. Fiber consumers hooked on the hook of the balloon, ready to cancel Sky and competing internet providers lured by the super-convenient all-inclusive. He has collected a third, a scant half a million. A rocket start in July, with 400,000 new subscribers, and then the braking, a little for the August holidays, a little for Dazn’s technical stutter, various and possible. A half flop, anyway.
Tim has focused very strongly on Serie A as an economic driver. So much so that his speech has effectively anabolized the auction for the assignment of TV rights. Helping to overestimate a product with a charm faded by time and competition. It spent over $ 70 million in the first quarter on technical network, modem and multicast implementation, and committed $ 340 million a year with Dazn. Tim remains the main sponsor of Serie A.
Dazn, thanks to financial (and political) support of this magnitude, was able to easily beat the competition of a giant like Sky. Even after years of experience as an accountant as a monopoly in the sector, he had evaluated the Italian football product more carefully. Sky now faces the tangible consequences of the defeat, with a downsizing at various levels (journalistic, advertising, etc.), but not in terms of customers. Also in this case there are no official numbers, for sure it has fallen below 4.8 million, but for the sector media there is no expected vertical collapse.
In short, the ball rolls as it always has, but people may not continue to follow it.
Again: what if the common denominator was the Italian who in the meantime has chosen to spend his free time better? The one who still lives in the collective imagination at the Bar Sport and who talks about restarts and diagonals as he criticizes the newspapers, not buying one since 1996?
Perhaps while we were feeding the bubble of the ball, another one deflated: that of the uncritical fan who would have worshiped no other god than football. The paying football spectator at any cost. Which obviously decided that the cost has become too high.