Premier League to pilot direct-to-consumer streaming service in Singapore

The Premier League is set to launch its first direct-to-consumer streaming service in Singapore from the start of the 2026/27 season, marking a strategic shift in how the league distributes live matches in international markets.The service, Premier League Plus, is due to offer live coverage of all 380 league matches, alongside a dedicated round-the-clock channel and additional programming, as part of a pilot designed to test whether the Premier League can build a viable subscription business while retaining flexibility in how it sells rights territory-by-territory.Premier League chief executive Richard Masters framed the Singapore launch as a controlled trial rather than an immediate move away from the league’s long-established broadcast licensing model.He said: “From next season onward, from August, Premier League Plus is going to happen. For the first time the Premier League is going to have its own customers. We’re looking to build a business, but we’re also looking to learn to see how that might be replicable around the world.”Masters said the new platform will operate in partnership with the league’s existing rights-holder in Singapore, StarHub, and will function as a “24-seven” service.He said: “It’s going to be a really exciting product, and the big change is I think that the Premier League will have its own customers and means us delving into things like promotion and pricing. That’s why it’s an important step for us.”Singapore offers a contained test market with high digital adoption and an established pay-TV and streaming audience for Premier League football. The launch comes as the Premier League continues to strengthen its in-house media operations ahead of the 2026/27 season, giving it more control over international content production and distribution capabilities. For a future direct-to-consumer strategy, that production control can be a key enabler, allowing the league to tailor feeds, shoulder programming and digital-first formats for specific audiences.Masters also pointed to continued growth in the Premier League’s international rights business, saying international broadcast revenues rose by 27 per cent over the most recent three-year rights cycle. The Premier League has not indicated that a similar service is planned for the UK domestic market, where live rights remain sold under separate arrangements.