Where I live Viaplay bought the licenses for showing football matches on all levels for the next years. Previously we could see the football WC and European championships, and national games on the national tv channel. With the new viaplay deal the games would only be possible to see on their platform or whatever it is.
Fortunately they fell into financial troubles before the deal became active.
They massively overpaid for showing all of the matches, to force everyone interested in football to get a subscription. But probably most people just watch it on tv, because "hey, why not, national team of x country (or our own team, for whom winning a match is a miracle) is playing, lets watch it". Not "I will happily pay tens of € each month to some company to watch stuff".
Fortunately they fell into financial troubles before the deal became active.
They massively overpaid for showing all of the matches, to force everyone interested in football to get a subscription. But probably most people just watch it on tv, because "hey, why not, national team of x country (or our own team, for whom winning a match is a miracle) is playing, lets watch it". Not "I will happily pay tens of € each month to some company to watch stuff".