Possible introduction of a PPV option for the Bundesliga and WTP factors

Abstract

This thesis investigates the viability of introducing a pay-per-view (PPV) model as an alternative to subscription-based streaming in the German Bundesliga broadcasting market. Although subscription models currently dominate distribution, rising prices, increasing market fragmentation, and growing consumer dissatisfaction have intensified demand for more flexible access models. Drawing on qualitative interviews with fans and industry stakeholders, the study explores willingness to pay (WTP), behavioural motivations, and risks associated with PPV adoption. The findings indicate that WTP is shaped by strong fan loyalty to specific clubs, the significance of season stages (e.g., opening fixtures, relegation battles, European qualification), streaming quality, exclusivity, and the cultural relevance of derby matches. Competitive balance and outcome uncertainty further enhance PPV appeal, whereas the presence of star players exerts only limited influence. Club identification and cultural attachment emerge as the most decisive demand drivers. Interviewees expressed a preference for flexible, user-oriented models, including PPV access, single-club subscriptions, day passes for conference formats, and customizable multi-game packages. Frictionless purchasing processes and fast digital payment methods were emphasized as critical to adoption, underscoring the importance of technical simplicity and consumer oriented design. However, the analysis also identifies significant risks. Concerns include potential cannibalization of subscriptions, risks of price discrimination, persistent illegal streaming, and structural as well as regulatory barriers (e.g., central marketing rules, contractual restrictions). In conclusion, PPV could serve as a valuable complement to existing subscriptions, particularly in attracting casual fans and addressing demands for flexibility, but it is unlikely to replace subscription models under current market conditions.

Date of Award	22 Oct 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sílvia Isabel Cristina Taveira de Almeida (Supervisor)