Karen Egan, head of telecoms at Enders Analysis, said in a note that the CMA seemed “somewhat dismissive of structural remedies”, adding that remedies sought in the form of network and pricing commitments were “workable”. She expects the merger to gain approval.

Head of telecoms at Enders Analysis, Karen Egan, said that the CMA’s provisional findings are “a lot more positive than first appears,” pointing out that the expected price rise would amount to just 28p per subscriber per month. She said Enders now expects the conclusion to be a “positive one”.

Karen Egan from Enders Analysis said the CMA’s decision was essentially a green light for the merger. The pricing harms were “modest” and the proposed remedies are easy for the companies to follow.

Jamie MacEwan, senior research analyst at Enders Analysis, told Business Insider that despite the "eye-catching" Mate XT targeting a "fairly small niche at the very top of the price range," it's a sign of "the return in force of Huawei." "The next flagship Mate refresh will have a bigger market impact," MacEwan added. "What will be difficult for Apple in China is countering Huawei's momentum and convincing loyal Apple users to upgrade while China's economy is still struggling with lower growth," MacEwan said.

"This gives the impression that DAZN is adjusting a little to the price expected by the French market," reacts analyst François Godard, from the Enders Analysis firm. This may only be the beginning. "If DAZN launches a promotion like this at the beginning of September, we can expect there to be others. To me, it looks like a price drop," considers the expert. In neighboring countries, such as Germany and Italy, DAZN applies a "relatively high" pricing strategy, he recalls, but "the story is not the same." In Italy, for example, the annual subscription costs 359 euros per year, or 29.92 euros per month. But DAZN, which has been broadcasting all Serie A matches there since 2022, was launched in 2018 with lower prices, which have increased as the offer has expanded.

Enders Analysis, a company regarded as the gold standard for media research, put it in a recent report: “There is still a widespread misconception that sports viewing has declined at the same pace as the rest of broadcast TV due to increased competition, the high price of pay TV and the supposed short attention spans of the social media generation. In fact, sports viewing has been the most resilient component of broadcast TV.” As Enders points out, it’s not just the big-ticket items on network TV which are flying either. In fact, young viewers now consume nearly half of their sports through Sky, “dwarfing the combined efforts of the BBC and ITV, which refutes the widely held view that young people don’t watch sport behind a paywall”, while TNT Sports has also seen its audience share rise. That is noteworthy, given price rises and piracy concerns due to firesticks. And there is a final surprise in the Enders report.

Alice Enders, at Enders Analysis, said the fact that English is such a global language will always keep the UK on the front foot. She added: ‘There is also a pool of educated young people who have all the right skillsets.’ But Enders emphasised that the data is more complicated than it first appears as the Office for National Statistics does not provide a detailed breakdown. As well as direct ad sales, it includes conferences and events, making it more difficult to gauge the impact of specific parts of the industry.

Douglas McCabe, the chief executive at Enders Analysis, points to the success enjoyed by the owner of the Daily Mail’s investment in Zoopla, and the Guardian’s former ownership of AutoTrader. “It is the type of diversification that Rupert has always been interested in,” said McCabe “He tried to set up the first pan-newspaper owner online classified service. The classified market in general is one newspaper owners feel comfortable with; there is a heritage and history to this, and businesses here such as Daily Mail & General Trust and the Guardian have done well out of it. Lachlan sniffs an opportunity here.”