Sky Deutschland forecasts to 2017

21 May 2014

In Q1 2014 Sky has reaped the rewards of its marketing strategy focused on high quality longer term subscribers with churn hitting a record low, sustaining net adds, while ARPU growth remains healthy However we perceive no change in the underlying trend: Sky’s profitability should rise smoothly towards an EBITDA margin approaching 20% in fiscal 2017 – the last year of the current Bundesliga contract In a market slow to adopt digital innovations Sky is comfortably ahead of the competition – even if trailing international peers. Its long term success will depend on its ability to build on its distinctiveness through its innovative user interface, on demand offering and original as well as exclusive content

Recent reports

Football rights market in transition: Tech is interested, but selective

29 October 2024

UK football rights values have pulled further away from European peers in a stagnant market, as telcos have withdrawn and tech companies remain selective bidders.

Sky and Canal+ have tied down key contracts until towards the end of the decade, while DAZN now has domestic rights for four of the top five European football leagues.

Tech players want live sport, but have distinctive demands and without new monetisation models they will not challenge pay-TV incumbents.

Access report

Altnets in the UK: Waiting for the music to stop

28 October 2024

The UK altnets collectively lost over £1bn in 2023, with most metrics unrealistically distant from what they need to be for a sustainable model, particularly the smaller retail-focused operators.

Consolidation is essential for survival, and CityFibre at least has a reasonable case for long term sustainability with a wholesale model and Sky as a customer, and looks the most viable altnet consolidator in our view, with VMO2/nexfibre able to pick up the pieces should the sector fail.

A lack of long-term viability and related financing difficulties will dramatically slow network roll-out, reducing the altnet pressure on the rest of the sector even if consolidation improves penetration levels.

Access report

How are advertisers using YouTube? Sectors, formats and campaign goals

22 October 2024

We analysed hundreds of ads on YouTube, the biggest online video platform. Direct response campaigns predominate, especially among finance, ecommerce and technology buyers.

YouTube on TV hosts more brand campaigns with unskippable >30-second ads. In the UK, YouTube viewing on the TV set will grow c.80% by 2030, changing the profile of YouTube advertising.

YouTube generates about 85% of its revenue from ads. We found it also guides user behaviour by ramping up ad load for logged-out users so that they log in.

Access report