John Skipper, the executive chairman of DAZN Group, has said its eponymous streaming platform will look to integrate new advertising models into its US service in the coming months as it seeks more rights to major sports properties in the country.
In an interview with the Wall Street Journal, Skipper said an ad model would be introduced over the next six to eight months, but that it would avoid irritating repeated ads.
“They (viewers) are tired of seeing the same damn ad in a three-hour game six times,” Skipper said. “And they see it the next time they watch a six more times, and it just drives them crazy.”
He added: “What we will not do is irritate people.”
Skipper said that DAZN would seek to strike exclusive OTT-focused media-rights deals rather than compete with major broadcasters such as ESPN, with the WSJ suggesting agreements similar to the one between the NFL and Amazon would be preferred.
DAZN announced its US launch earlier this year and its partners include Matchroom Boxing, Golden Boy Promotions, Bellator MMA and Combate Americas MMA. From next year it will also show a daily weekday Major League Baseball programme that will showcase key moments from across the league.