Bundesliga starts streaming revolution: 100,000 subscriptions to kick-off!

Bundesliga starts streaming revolution: 100,000 subscriptions to kick-off!

Deutschland - On June 4, 2025, the Bundesliga faces significant changes that could influence both the structure and the marketing of football in Austria. As the Kleine Zeitung , the league is planning to introduce its own streaming platform. This is to be realized in the next 14 months and aims to communicate directly with football fans.

The business plan in front of the clubs will be presented in June. However, the financing of the platform remains uncertain because a strong financial partner is needed to put the project into practice. Talks about possible financial support are running, but concrete sums are not yet known. It should be noted that the current offers of large providers such as Sky are far below the expected around 40 million euros per year.

Analysis of the target groups

The Bundesliga would initially focus on the "Heavy User", i.e. on classic football fans. An ambitious goal is to win 100,000 subscribers to start the platform. Last season, the number of spectators showed a gratifying trend: the stadium visit rose to an average of 8,792 fans, the highest value since 2009.

The trends in the TV cycle are particularly interesting until 2026, in which the game minutes of Austrian players have slightly increased. The proportion rose from 55% to 56%. Of the twelve Bundesliga clubs, eight fulfilled the criteria in the final passage, which indicates a positive development. In addition, the existing contract with the referee managers is extended by two years.

innovations in transfer law from 2025/26

parallel to developments in the streaming area, media rights for seasons 2025/26 to 2028/29 were re-awarded. From this season, football fans will expect some changes to the broadcasts. Kicker gives specific details about the transmissions in PAY-TV and Free TV.

In the reporting, ARD remains responsible for the summaries of the Bundesliga departures, while the ZDF presents highlights in the “current sports studio”. RTL secures rights to pay TV highlight clips that will be available immediately after the end of the game.

Developments in the Bundesliga are promising, but they come with challenges. In an international comparison, the league was behind other European top leagues in the income abroad. The chairman of the German Football League (DFL) must therefore develop creative financing strategies in order to realize your own streaming platform and achieve a closer fan bond, as Deutschlandfunk