Premier League Launches Direct-to-Consumer Streaming Service in Singapore
The Premier League is set to make a groundbreaking move by launching its own streaming service, known as Premier League Plus, which will offer live coverage of all 380 matches per season directly to fans. However, this innovative service will initially be available exclusively in Singapore, marking a significant shift in how football content is distributed globally.
A Strategic Trial for Future Expansion
Premier League chief executive Richard Masters announced the launch at the Financial Times Business of Football Summit in London, describing it as a "learning" opportunity for the world's biggest domestic football league. The service will debut before the start of next season, in partnership with existing rights holder Starhub, and will operate as a 24/7 platform.
Masters emphasized that this step allows the Premier League to engage directly with customers for the first time, delving into aspects like promotion and pricing. "It's going to be a really exciting product, and the big change is I think that the Premier League will have its own customers," he said. This move comes after years of speculation about a "Premflix" app, with club owners like Chelsea's Todd Boehly previously advocating for selling global rights directly to streaming giants like Netflix.
Financial and Regulatory Context
The launch coincides with ongoing discussions about financial redistribution within English football. At the same summit, David Kogan, chair of the Independent Football Regulator, called for a "long-term sustainable agreement" between the Premier League and the English Football League (EFL). He highlighted that parachute payments, which have grown from 6% of EFL turnover in 1992 to 173% by the 2018-19 season, are under scrutiny in the forthcoming State of the Game review.
EFL chair Rick Parry noted that these payments create significant disparities, with wage bills for receiving clubs more than double those in the rest of the Championship. Despite this, Kogan expressed confidence that leagues would reach a deal independently, avoiding the need for regulatory intervention. Masters echoed this, stating that while a strong football pyramid is desired, agreements should be left to the organizations involved.
This streaming initiative follows a 27% growth in international broadcast revenues over the latest three-year rights cycle, underscoring the Premier League's strategic focus on expanding its global footprint through direct consumer engagement.
