The Premier League will launch a direct-to-consumer streaming service, “Premier League Plus,” in Singapore ahead of the 2026/27 season, offering live coverage of all 380 matches. The move marks the first time the league has sold match coverage directly to viewers, bypassing traditional broadcast partners.
The platform will operate in partnership with Singaporean telecommunications company StarHub, which secured a six-year media rights deal with the Premier League in 2022, fending off competition from Singtel. While the Premier League has not yet disclosed pricing details or the specifics of revenue sharing with StarHub, the launch represents a significant shift in the league’s distribution strategy.
For years, the Premier League has generated more revenue from its international broadcast deals than from domestic arrangements, reaching £5.3 billion in international rights revenue during the 2022-2025 cycle, surpassing the £5.1 billion earned domestically. This financial dynamic has fueled speculation about a potential global streaming service, often referred to as “Premflix.” However, the league has historically favored its existing, highly successful broadcast model.
The decision to launch Premier League Plus in Singapore is being framed as a “learning opportunity” by league officials, according to reports. The Premier League’s chief executive, Richard Masters, described the service as a way to “build a business” and “learn” how the direct-to-consumer model might be replicated elsewhere. The choice of Singapore is strategic, as the country boasts high IPTV adoption rates, advanced connectivity, and a relatively affluent population.
Two key developments have made this direct-to-consumer approach more viable. First, pay-TV platforms, particularly those integrated with telecommunications providers like StarHub, are increasingly prioritizing aggregation of content over exclusive rights. StarHub already sublicenses some Premier League content to Mediacorp, a free-to-air service, and views maintaining access to the league alongside a share of the financial benefits as a favorable outcome. Second, the Premier League is taking in-house control of production from 2026, ending its joint venture with IMG. This shift grants the league greater control over live coverage, studio content, and broadcast technologies, crucial for operating a direct-to-consumer service.
While Singapore serves as a testbed, the Premier League has indicated its intention to explore expanding the model to other markets, provided they meet specific technological and commercial criteria. The league acknowledges the challenges of going direct-to-consumer, including the significant investments required in technology, marketing, and customer service, without guaranteed revenue increases. The success of the model will depend on factors such as brand awareness, consumer demand, and the availability of robust connectivity.
The Premier League has ruled out a launch in the United Kingdom, citing the substantial broadcast revenues already generated there. The league generated UK£12.25 billion (US$16.41 billion) in broadcast and commercial revenue for the 2025 to 2028 cycle, with international media rights income alone up 27 percent. The league believes that replicating the UK’s revenue through a direct-to-consumer model would require an unrealistic number of subscribers. The early strategies of Netflix, which prioritized subscriber acquisition through low pricing and extensive content investment, are no longer considered sustainable, and sports-specific streaming services have generally struggled to gain traction without adopting a more traditional broadcasting approach.
The Premier League views Premier League Plus as an evolution of its broadcast strategy, adapting to changing economic models and consumer habits in select markets, rather than a fundamental departure from its established approach. The partnership with StarHub signals a willingness to collaborate with existing industry players, and the service could potentially be offered as a wholesale product to complement existing coverage, potentially increasing rights fees. The league maintains its commitment to strong relationships with global broadcasters, recognizing their continued importance in maximizing revenue and expanding its reach.
