What DAZN's Acquisition of Foxtel Means for Hubbl's Future
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What DAZN's Acquisition of Foxtel Means for Hubbl's Future

Industry Insights
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foxtel
hubbl
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Summary:

  • DAZN has acquired Foxtel, initiating a review of its flagship product Hubbl.

  • Patrick Delany, CEO of Foxtel, emphasizes maintaining Hubbl as a mature business.

  • Hubbl aggregates content from platforms like Netflix and Disney, but faces stiff competition.

  • Despite potential, Hubbl has been a financial burden with limited user adoption.

  • DAZN aims to create a unified platform for global sports broadcasts, merchandise, and ticketing.

DAZN's Strategic Evaluation of Hubbl

The recent acquisition of Foxtel by DAZN, a London-based sports streaming giant, has sparked a comprehensive review of Hubbl, the local broadcaster's flagship product. A Foxtel spokesman confirmed that the company would be "maintaining" Hubbl, aiming to refine its role in the Foxtel portfolio.

Foxtel Group CEO Patrick Delany

Patrick Delany, CEO of Foxtel, emphasized the significance of marketing investments made during Hubbl's first year to build consumer awareness. The goal is to maintain Hubbl as a mature business within the Foxtel ecosystem.

Hubbl's Unique Offering

Hubbl is available both as a puck and a dedicated television set, utilizing technology from Comcast. It aggregates content from platforms like Netflix and Disney, simplifying the search for shows. However, it faces competition from television manufacturers offering similar aggregation services. Additionally, Hubbl promotes Foxtel's own services, Binge and Kayo Sports.

Delany noted, "It is always good to have skin in the game on how those apps are aggregated." This integration is expected to drive sales for Kayo and Binge.

Challenges and Financial Considerations

Despite its promising features, Hubbl has been a financial burden with limited user adoption. Launched in March of the previous year, some Foxtel employees refer to it as Rubbl, highlighting its underwhelming performance in attracting viewers.

DAZN, backed by billionaire Len Blavatnik, acquired Foxtel for $3.4 billion from News Corp and Telstra. The company is working towards creating a unified platform for global sports broadcasts, merchandise, and ticketing.

DAZN has stated that Foxtel will continue to operate independently, with Kayo Sports, Binge, and Hubbl retaining their distinct branding.

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