Market Insight

Sky Deutschland launches Sky Show subscription service in Switzerland

March 07, 2018

Max Signorelli Max Signorelli Research Analyst, Media & Entertainment

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Pay TV operator Sky Deutschland has launched Sky Show, a new subscription video service in Switzerland. The service offers Sky’s extensive library of TV and movies, including first run TV titles such as Game of Thrones, as well Sky’s original productions. The service also offers live streaming of channels, including Sky Atlantic, Sky 1 and National Geographic.

Sky Show is available as a single tier subscription package priced at CHF 14.90 (USD 15.88) per month and allows for two concurrent users on up to four registered devices, including PC/Mac, tablets, smartphones and streaming sticks. Compatibility with smart TVs and pay TV set top boxes including Swisscom, UPC Horizon and Sunrise TV are coming soon.

Our analysis

Sky Deutschland‘s launch of Sky Show comes seven months after the launch of the Sky Sport in August 2017 and 10 months after their acquisition of Homedia, the online video provider operating the local subscription service HollyStar. Sky Show represents the latest chapter in Sky’s pan-European expansion that has already seen a virtual pay TV service launch in Spain. With the upcoming app launches on the largest Swiss pay TV set top boxes and high pay TV penetration in the market, Sky Show will have a widespread platform on which to provide its service on primary TV sets in Swiss households. With this latest addition, Sky now covers all main content genres online - TV and movies through Sky Show and sport through Sky Sport. Meanwhile, Sky Deutschland continues to offer its Pay TV content through third party distribution via Teleclub without access to its Sky Go multiscreen service. With 94% broadband penetration and 88% pay TV penetration in 2017 and both approaching 100%, all of Sky Deutschland’s distribution platforms seek to complement each other for a complete online video offering in a country ripe with potential subscribers with high disposable income.

IHS Markit believes that there won’t be an immediate effect of Sky Show on HollyStar, which operates as both an online channel like Netflix and Amazon Prime Video, as well as a movie and TV digital transactional store such as iTunes and Google Play. HollyStar’s subscriber count did not rise above 50,000 in 2017, putting it far behind Netflix and roughly in line with Amazon Prime Video that only officially launched in Switzerland in December 2016. With its success revolving more around its transactional business, HollyStar should not suffer greatly from this launch. That said there is the potential for Sky to fold HollyStar’s subscription video content into the on-demand library of Sky Show, depending on the latter’s success.

Some of Sky Deutschland’s biggest competitors in the Swiss virtual pay TV provision space are Zattoo and Teleboy, whose services have been active in Switzerland for more than half a decade and offer more than 100 TV channels each for a price cheaper than Sky Show (CHF 10.00 and CHF 8.50 for Zattoo Premium and Teleboy Plus respectively). Sky Show will be relying on its premium channels and on-demand content to set itself apart as well as to justify its comparatively high price point.

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