The Premier League is to launch its own direct-to-consumer streaming service next season, marking a significant shift in its international distribution strategy.
The platform, branded Premier League+, will debut in Singapore and stream all 380 matches from England’s top flight directly to viewers, alongside additional shoulder programming and a 24/7 channel. If successful, the model could be replicated in other international markets.
Richard Masters, the Premier League’s chief executive, unveiled the initiative at the Financial Times’ Business of Football Summit in London, describing it as a strategic step into direct customer relationships.
“We have created a direct-to-consumer service from next season onwards — Premier League+ — and for the first time, the Premier League is going to have its own customers and deal with promotions, pricing, churn and distribution,” Masters said.
“We are looking to build a business, but also looking to learn how that might be replicated all around the world.
“This is a new app you can download on your smart TVs and laptops, where you can watch 380 matches, extensive shoulder content and a 24/7 channel service. It’s going to be an exciting product.”
The move represents a switch in the Premier League’s approach to international media rights, which have traditionally been sold on an exclusive basis to broadcasters in each territory.
Under the new model, the service will be launched in partnership with StarHub, the Premier League’s existing rights holder in Singapore, under a six-year agreement. Rather than bypassing the local broadcaster entirely, the League is working alongside StarHub to introduce the streaming platform.
Industry analysts suggest the initiative could provide a new pathway to grow international broadcast revenues, particularly as rights inflation slows in some mature markets. A successful launch in Singapore would provide a proof of concept for broader rollout in other territories.
While it remains unclear which markets could follow, the move signals that the Premier League is actively exploring hybrid and direct distribution strategies as streaming continues to reshape global sports media economics.
