Sky turns to streaming to bolster sports subscriptions
SKY is to launch a new sports streaming service in an attempt to shore up subscriptions amid fierce competition for viewers.
The media giant is to show up to 100 events across sports including football, tennis and golf simultaneously on the service, Sky Sports+.
Customers will be able to access it via live streams and a mobile app, as well as through a new dedicated channel.
The service, which will be embedded in Sky’s TV products and streaming service NOW, underscores a renewed focus on sports as broadcasters and US tech giants battle for prominence in an increasingly crowded market.
Sky last year struck a record £935m deal with the English Football League (EFL) to broadcast more than 1,000 matches per season.
The Comcast-owned business also acquired the largest ever package of Premier League football rights in a £6.7bn deal at the latest auction.
Sky executives are hoping the sports offering will help to attract more subscribers, particularly among women and younger viewers, as audiences turn to rivals including Netflix and social media apps such as Tiktok.
The broadcaster said it won a 33pc market share of all under-35s in the UK over one weekend in April when it offered the Japanese Grand Prix, Rangers versus Celtic and the match between Manchester United and Liverpool.
Netflix is moving further into live events after striking a $5bn (£4bn) deal to stream WWE’S flagship wrestling show. It has also shown live tennis and golf fixtures.
Disney has also said it will roll out live sport from ESPN on its streaming service later this year. It comes after Disney Plus this week posted disappointing subscriber numbers, though its streaming business posted a quarterly profit for the first time.
But DAZN, the sports streaming service launched by billionaire Sir Len Blavatnik, has struggled to gain a foothold in the market. It lost more than $1bn in 2022 after failing to secure English football rights.
Sky Sports+, which will launch in August, will stream every game from the Championship, League One and League Two on the opening weekend of next season. Bosses said every team will feature at least 20 times per season.
Sky said its new streaming service will also offer coverage from the ATP & WTA tours, US Open and PGA Tour owing to expanded sports rights deals.
It may also look to extend the streaming offering to other rights packages such as the Premier League.