DAZN’s NFL Game Pass Sees 24% Subscriber Growth, Driven by Premium Features and Localization
DAZN continues to strengthen its position as the international home of the National Football League (NFL), with NFL Game Pass on DAZN recording a 24% increase in subscriptions compared to the previous year. This growth, reported as of early March 2026, marks a continuation of double-digit growth since the partnership began in 2023 [DAZN Group Press Release].
Demand for Premium Experience Surges
The increase in subscriptions to the Ultimate plan, which offers advanced features like High Dynamic Range (HDR) streaming, Dolby 5.1 audio, Multiview mode, and greater flexibility on multiple devices, has been particularly notable. Subscriptions to the Ultimate plan have increased by over 300%, indicating a growing preference among users for a premium viewing experience [DAZN Group Press Release].
Expanded Language Coverage Attracts New Audiences
DAZN has focused on localizing its NFL Game Pass offering, making all NFL matches available in Spanish and Portuguese. Japanese language coverage was similarly introduced during the 2025 season, and the number of games offered in French and Dutch was increased [DAZN Group Press Release]. This linguistic expansion has been successful in attracting new audiences and expanding the NFL’s international base.
Fan Engagement Reaches New Heights
Fan engagement with NFL Game Pass on DAZN has also seen significant growth. One in four subscribers used DAZN’s FanZone community feature, a 20% increase from the previous year. Interactive features, including real-time voting for top performers, games, quizzes like “Guess the Player,” and a “Play, Bench, or Trade” mode where subscribers can act as general managers, have contributed to this increased engagement [DAZN Group Press Release].
NFL and DAZN Executives Highlight Successful Partnership
Shay Segev, CEO of DAZN Group, stated that the continued growth of NFL Game Pass is due to consistent investment in improving the fan experience, emphasizing the importance of streaming quality, localization, and interactive features [DAZN Group Press Release]. Hans Schroeder, Executive Vice President of Media Distribution at the NFL, commented that the partnership with DAZN is a strategic asset for reaching fans globally and that the growth of NFL Game Pass demonstrates the international public’s interest in the sport [DAZN Group Press Release].
NFL’s International Expansion Continues
NFL Game Pass is a key component of the League’s international strategy, providing a direct digital platform to reach fans worldwide and strengthen its global presence. To date, 62 regular season games have been played in key international markets, including London, Berlin, Munich, Frankfurt, Madrid, Dublin, Sao Paulo, Mexico City, and Toronto [DAZN Group Press Release].
The NFL plans to further intensify its international efforts in 2026, with a record nine international games scheduled across four continents, seven countries, and eight stadiums, including new markets and cities [DAZN Group Press Release]. The League also continues to maintain its strong domestic presence, with NFL content accounting for 86 of the 100 most-watched broadcasts in the United States in 2025 [DAZN Group Press Release].
*NFL Game Pass is not available in the United States and China.