The problem

In 2022, DAZN made a significant commercial decision: introducing pay-per-view (PPV) events to the platform. PPV represented a major new revenue stream, but it directly contradicted DAZN’s commitment to sports fans: providing accessible sport at a low cost. Years before, DAZN had publicly promised its customers it would never introduce PPV. This would be a big change for a loyal subscriber base.

Additionally, DAZN's PPV model didn't follow industry norms. Rather than a standalone purchase, users had to buy or have an active DAZN subscription and buy the event separately – a mechanic most users wouldn't expect and many would find confusing.

My role

UX writer and copywriter across the full PPV experience, from catalogue and sign-up through to purchase. I also led the broader communications strategy around the launch.

The content challenge

There were two distinct problems to solve simultaneously: clarity and trust.

For clarity, the purchase mechanic needed to be explained upfront, before users entered the funnel, so there were no surprises at checkout. I created the label "subscribe to buy" to set the right expectation from the first touchpoint, and "add to your plan" as the framing for the event itself. This language made the two-step purchase feel logical rather than like a hidden cost.

For trust, I worked with the marketing and CRM teams to develop a transparency-first communications strategy. Rather than quietly launching PPV and hoping users wouldn't notice the contradiction, I proposed being direct about it. The strategy included creating a comprehensive help page, a how-to-buy video, and sending an email to existing subscribers that explained why DAZN had introduced PPV and committing to keeping prices low elsewhere on the platform. I pushed for honesty as the better long-term play to maintain trust with users as much as possible.

The research

I worked with UX Researchers, PMs, and Data Analysts to understand how users made purchase decisions and where uncertainty caused drop-offs. Together, we reviewed purchase data and user feedback across markets to identify key friction points in the transactional flow.

Key findings showed that:

1. Clarity drives conversion. Users were more likely to abandon when unsure what they were paying for or how long access would last.

2. Trust is built through transparency. Clear pricing, event availability, and replay access were essential for users to feel confident in their purchase.

3. Messaging consistency matters. Differences between subscription and PPV messaging often caused confusion and reduced confidence.

These findings shaped how the new purchase flow handled information hierarchy, feedback, and confirmation, ensuring key details appeared at the right time in every context.

The results

800,000

buys on the first event.

£100m+

PPV now generates hundreds of millions every year in annual revenue for DAZN.

Visuals

TV homescreen

‘Add on event’ label on TV homescreen

Purchase journey

The PPV event was added on the same screen as the payment plans, to ensure it was clear it was an extra purchase. We also added the check-box for extra clarity – users had to opt in to add this event.

My Account

We created a new ‘add-on events’ space and the ability to purchase the event.