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Broadcast-Grade Streaming Delivers 2.7M Views a Season for Squash TV.
2.7M
Video views across the season
800,000+
Hours of content streamed
16%
Year-on-year growth in subscribers and viewers, on target
For the Professional Squash Association, the broadcast is the business. Ten years into its partnership with Dailymotion Pro, Squash TV streams every tournament of the season to a global subscriber base and delivers more than 800,000 hours of squash to fans who will never make it courtside.
Watch the story
Inside the PSA Squash Tour Finals 2026, Paris.
“Viewers do not want the technology to get in the way of sports. They just want to enjoy the game.”
The challenge
A world-class sport with an audience it cannot seat
At the end of every season the top sixteen players in the world, eight men and eight women, meet at the PSA Squash Tour Finals to settle who finishes the year as champion. In 2026 that meant four days at Le CENTQUATRE in Paris, a glass court, and a few hundred fans close enough to hear the ball. Everyone else was somewhere else entirely.
That asymmetry defines the commercial model. Squash does not carry the broadcast footprint of football or tennis, so the PSA’s relationship with its audience runs almost entirely through its own platform. Squash TV is where the sport is consumed, and where subscribers are won and kept. A dropped frame during a five-game final is not a technical inconvenience. It is a churn risk.
The strategy
A branded destination built for a niche catalogue and a global audience
Squash TV runs on Dailymotion Pro, configured for the streaming-service case: a fully branded destination the PSA owns outright, rather than a channel rented on somebody else’s platform. Broadcast-grade live carries every tournament as it happens and archives it to VOD automatically, which matters enormously for a sport played across every time zone, where a large share of viewing is catch-up. The catalogue is deep and narrow, which is precisely the niche-library case the platform is designed for. And because the destination belongs to the PSA, the subscriber relationship, the audience data and the revenue all stay with the rights holder. Dailymotion’s contribution to the partnership is deliberately invisible.
1
A destination the PSA owns
2
Broadcast-grade live at scale
3
Automatic VOD archive
4
Built for a niche catalogue
5
Subscription-ready
6
Reliability as a product feature
“The success of the PSA Squash Tour Finals is never about one single element. It is about the energy and the product that the players deliver on the squash court. We are very proud of being able to showcase that to all our subscribers and fans around the world, and our ten-year partnership with Dailymotion is a huge part of that.”
The results
Ahead of market benchmarks on every measure that mattered
Across the season Squash TV delivered more than 2.7 million video views and over 800,000 hours of streamed content. The hours figure is the more revealing of the two. This is an audience that does not click and drift away, but sits through five-game matches to the final point. Growth is tracking to plan. The PSA is on course to meet its 16% year-on-year target for subscriber and viewer increase, achieved in a sport that gets none of the mass-market broadcast exposure its larger neighbours enjoy.
2.7M
Video views across the season
800,000+
Hours of content streamed
16%
Year-on-year growth in subscribers and viewers, on target
10 years
Partnership between the PSA and Dailymotion
Why this matters for rights holders
Squash TV shows what a specialist sport can build when it owns its own distribution.
Niche does not mean small
800,000 hours streamed by a sport outside the mainstream broadcast tier. Depth of engagement can outperform breadth of reach.
Reliability is a retention metric
When subscription is the commercial model, playback quality stops being an IT concern and becomes the product itself.
Owning the destination
Running your own platform keeps the audience relationship, the data and the revenue with the rights holder rather than the aggregator.
Key Takeaways
Serve the audience that cannot be there
The venue seats hundreds. The platform reaches hundreds of thousands.
Measure hours, not just views
Time watched is the honest metric for a subscription sports product.
Archive automatically
Global audiences watch on their own schedule, so live has to become VOD with no extra work.
Invest in invisibility
The best technical outcome is that nobody notices the technology.
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