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.
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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