The battle for audience attention in the world of combat sports has taken a new twist with DAZN’s decision to air the undisputed light heavyweight championship clash between Artur Beterbiev and Dmitry Bivol as a pay-per-view (PPV) event. Previously offered at no charge via ESPN+, this crucial fight adds layers of intrigue to the ongoing discourse surrounding viewer preferences in a saturated market. With the PPV priced at $14.99, the challenge now lies in convincing fans to pay for what they could access for free, especially when the undercard lacks significant star power.
The Undercard Conundrum
One of the major drawbacks of the upcoming event is the undercard lineup. Many potential viewers expressed disappointment regarding the absence of familiar, high-profile fighters who could generate excitement. The initial hope was to see a matchup between WBC lightweight champion Shakur Stevenson and Joe Cordina, but a hand injury to Stevenson knocked that bout off the schedule. Without compelling fights to support the main event, the appeal of ordering the DAZN PPV diminishes. Chris Eubank Jr.’s clash against Kamil Szeremeta is a notable match but may not ignite the same enthusiasm among casual American boxing fans.
The issue is compounded by the fact that the undercard features fighters like Fabio Wardley and Frazer Clarke, who, while talented, do not resonate with the broader audience. This disconnect presents a fundamental flaw in DAZN’s marketing strategy—rather than enticing viewers, the lineup risks driving them away. The disappointment among fans could lead to lower PPV sales, ultimately affecting the economic viability of future events.
Viewers’ Preferences and Market Sensitivity
As consumer behavior continually evolves, the expectations for engagement and entertainment rise. Audiences are less likely to invest in a PPV event unless it confidently offers a range of compelling matches. The demographic of U.S. fight fans, more accustomed to watching larger-than-life personalities and championship bouts, now faces the risk of opting for alternatives that provide more value, such as streaming platforms that give free access to significant fights and events.
For DAZN to successfully sell the Beterbiev vs. Bivol event as a PPV, it must acknowledge and respond to these changing preferences. The addition of high-profile bouts featuring popular fighters like Ryan Garcia vs. Devin Haney or Jaron Ennis vs. Brian Norman Jr. would likely foster greater interest and encourage purchasers to view the entire event rather than just the marquee fight.
Any pay-per-view strategy must be meticulously constructed around an understanding of viewer expectations. DAZN’s current offering, while anchored by a significant headlining fight, lacks the necessary support from compelling undercard matchups to fully entice American boxing fans. Without strategic adjustments, including the introduction of widely recognized names or exciting matchups, they risk alienating potential purchasers and missing out on a golden opportunity to maximize viewership and profitability. Improving the overall product offering will be essential in ensuring that boxing remains a compelling option for viewers in an increasingly competitive entertainment landscape.