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François said “My basic expectation is that there will be some room left for Dazn...The only possible speculative outsider I am keeping an eye on would be YouTube. Dazn won’t blow up the auction; they have been highly cautious not to push up prices in country-by-country deals. They are not crazy. From a Premier League perspective, if they can get a modest 5% increase in what they make as a headline figure, even if annually they receive less, that will be a good result.”

“While at an industry level, it isn’t practical to refuse to run ads for anything that might have a degree of harm, publishers should be urgently reviewing their moral compass when it comes to sensitive categories,” said Jamie MacEwan, senior media analyst at Enders Analysis.

“What matters is the state of the broadcaster market. However, competition is currently very weak. The billion goal is not achievable,” François Godard, consultant at Enders Analysis, recently told us. 

James said “Strategically it’s about moving to broad convergence, EE as a single brand selling a bunch of different services.” It is a telecoms proposition that has not always been successful, notably with Orange’s attempt to move into banking, and several European telecoms’ stunted ventures into sports rights. But Barford said: “While the strategy has failed elsewhere, here it’s being done in an incremental and careful way.”

Karen said "EE’s expansion in consumer electronics was relatively low risk and that the new customer app could help EE to strip out costs from back-office operations such as call centres...They’re not betting the house on it, but it’s a sensible move in the right direction.”