After several attempts in the streaming sector, Sky now seems to have achieved a breakthrough with the new Sky Stream service, as new customers are increasingly turning to this box and ignoring satellite and cable.
With the increasing adoption of high-bandwidth Internet connections and, at the latest, the end of the additional charge privilege, more and more viewers are choosing streaming as their preferred way of watching television. Sky’s new streaming box seems to be jumping on exactly this bandwagon, because in addition to pay TV, it also offers free TV and various streaming apps in one package. Daniele Kühn, Vice President Marketing, PR & Media at Sky Deutschland, explains why Sky-Q customers will soon be able to enjoy the new Sky Stream (tested here).
Ms. Kühn, Sky Stream has been on the market for six months. How is the product received by customers? What steps are you currently taking to further increase the awareness of Sky Stream?
Sky Stream is very well received. On the one hand, we see this in the ongoing customer surveys; our new streaming platform increases the satisfaction of our customers and aggregation is the second most common reason for new customers to take out a Sky subscription. It is now the case that the majority of new contracts choose the Internet reception method, i.e. they prefer a Sky subscription with Sky Stream. The new Stream Box is therefore also a central part of our marketing campaign with Harry Kane and Netflix, in which we promote cross-media how easy watching TV is thanks to the new aggregation experience with Sky Stream.
You managed to recruit Harry Kane for the new campaign. How challenging was it to hire this prominent sports personality and what is it like working with the football star?
The opportunity doesn’t come often to bring together attention-grabbing entertainment greats like Harry Kane and the iconic characters from the Netflix series Squid Game in one campaign. We didn’t have to convince Harry Kane long; he already knows Sky Stream from England and already uses the box at home. He and his family are big fans. He is very authentic and likeable, so filming with him worked really well and everyone involved had a lot of fun. With the campaign we managed to tell a story that Sky Stream brings to life in a playful way – with the new TV box we bring the best content to your home quickly and easily.
In addition to clips with Harry Kane, very personal posts can also be observed on social media. Which target audience is addressed?
We wanted to draw attention to our offering of the best in sports and entertainment in a very playful way, and we had the opportunity to do this on social media and interact with our strong community. We also wanted to appeal to people who are interested in sports as well as series and films.
Are there plans to encourage existing Sky customers to switch from Sky Q to Sky Stream through targeted campaigns?
Absolutely, existing Sky Q customers with a cable and satellite connection already have the option of switching to Sky Stream. Customers with a Sky Q IPTV box will soon be switched to Sky Stream and can then enjoy the new platform.
Sky Stream offers a bundling of streaming services. Which bundle offers with other providers are currently available on the market?
Netflix has been an integral part of our Entertainment Plus offering for years and customers can get this content at a special price. Paramount+ is also included for all customers who have booked the Sky Cinema package. We are continuously working on further partnerships in order to be able to offer our customers the best offer.
A brief look ahead to 2025: What can Sky customers and interested parties expect in the new year?
First of all, we are extremely satisfied with the result of the Bundesliga tender. From the summer onwards, we will be able to show our customers 87 percent of all Bundesliga and 2nd Bundesliga games live and in full length, which is more than before. In addition, an exciting new Formula 1 season awaits from March and we have secured the rights to many other sports rights for the long term. Customers can also look forward to numerous highlights in the film and series sector, right at the beginning of the year the 3rd season of “The White Lotus” or a new season of “Die Ochsenknechts”. The Sky original “Lockerbie – A Search for Truth”, which starts on Sky on January 16th, is highly recommended. Customers can also look forward to numerous further developments with the Sky Stream Box.
Thank you for the conversation
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Image source:
- Sky Harry Kane: Sky Deutschland
- Sky Stream with Box: Sky
Source: www.digitalfernsehen.de
