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Sky goes OTT:
Best of both worlds
veed snapshot October 2014
veed 2014
snapshot Sky Online 1
Sky combines the linear and on demand world in one OTT
service to prevent cannibalization from pure OTT players.
Strategic Rationale Netflix just entered the German market and positions itself as a potential alternative to traditional pay TV services; in
the face of this challenge you better cannibalize yourself than being cannibalized
The Sky Online offering is priced in the overall midfield of the broader pay TV market, with a higher price than SVoD
services such as Netflix and Maxdome, but a lower price point than the traditional linear Sky offering
Sky Deutschland already gained lots of experience and insights with Sky Go and snap by Sky
Sky Online already hints at potential synergies within Sky Europe: With NowTV, BSkyB already launched a comparable
service more than a year ago, and Sky Italia launched Sky Online some months ago
Offering Details Proposition: Get the best of both worlds: Current high quality
content as a linear stream and on demand, wherever you are
Packaging: Sky Online offers two packages that can be booked
independently on a monthly basis (Sky Serien/ 9,99€ and Sky
Film/ 19,99€), and a sports day pass that can be booked as an
add on (Sky Supersport Tagesticket/ 19,99€)
Content: Sky Serien covers 9 linear SD channels, offers many
of these contents on demand and also includes snap; Sky Film
covers 3 linear SD channels and offers many of these contents
on demand; and the Sky Supersport Tagesticket covers the
channels Sky Sport, Sky Bundesliga and Sky Austria
Devices: Currently limited to browser based access and iOS
apps, further devices and a branded Roku streaming client are
announced
source: veed analytics
veed 2014
snapshot Sky Online 2
Sky portfolio: With Sky Online, Sky adds a further component
to its already complex product portfolio.
Product Positioning Content Type Availability
Linear On Demand On Box OTT
Sky
traditional
bundle
Sky Sky‘s foundation: Access to high-end pay TV
content for DTH, cable and IPTV customers
Sky Anytime The on box on demand platform for access to
current content
Sky Select Near on demand contents via linear channels and
full on demand content via Sky Anytime
Sky Go OTT platform for live streaming for very few
selected channels (sports!) and on demand shows
snap OTT platform offering high-end library on demand
content such as classic HBO shows
Sky Online
bundle
Sky Online OTT live streaming of movies, show and sports
channels, as well as current on demand content
snap OTT platform offering high-end library on demand
content such as classic HBO shows
Independent
from bundles snap
OTT platform offering high-end library on demand
content such as classic HBO shows
snap is the only product
that is available in both
bundles and independently
source: veed analytics
veed 2014
snapshot Sky Online 3
Best of both worlds: Sky Online offers current on demand
content as well as high-end pay TV channels.
On Demand World ! Sky leverages its vast rights portfolio of current assets
and has a particularly strong offering in the current
movies category
! 54% of the 2013 top 100 box office hits are available at
Sky Online, a content category usually not available at
SVoD services and no other SVoD service offers more
than 10%
! Focusing on TV shows, Sky Online offers current seasons
of hit shows such as Game of Thrones, Boardwalk
Empire or The Walking Dead
! Only limited binge viewing is possible. Often customers
only get the current seasons; e.g., for Game of Thrones
only season 4 is available, for Boardwalk Empire only
the seasons 3, 4 and 5 and for The Walking Dead only
the seasons 3, 4 and 5
! snap is not seamlessly integrated in the Sky Online
offering; e.g., snap offers the first season of Game of
Thrones, but from the Sky Online GoT landing page no
link to the snap GoT landing page exists
Linear World ! Sky offers 12 selected pay TV channels (not including
the sports channels) available for live streaming
! The 9 channels offered in the starter package cover
some high-end channels such as Fox, TNT Serie and TNT
Glitz
! In the Sky Film package, Sky offers only three channels;
these are the two top Sky channels Sky Cinema and Sky
Atlantic, as well as Disney Cinemagic
! Therefore, the label “Sky Film” is potentially confusing
for the customer as Sky Atlantic covers mainly current
HBO shows available on Sky
! Compared to the leading OTT linear TV services Zattoo
and Magine Sky Online is a complementary offering,
with Zattoo and Magine mainly addressing the need for
flexible access to FTA channels
source: veed analytics
veed 2014
snapshot Sky Online 4
SVoD competition: Sky Online leverages its rights portfolio and
outperforms its competitors in current movies.
Quality Share of IMdB top 100 movies
available
Attractiveness Share of veed Current 400
movies available
Movies Catalogues
Quality Share of IMdB top 100 shows
available
Attractiveness Share of veed Current 100
shows available
TV Shows Catalogue
15%
25%
42%
8%
13%
39%
25%
16%
9%
12%
25%
7%
veed Current lists: top movies/ TV shows by sales (box office ‘10-’13/ DVD Aug ‘14)
IMdB all-time lists: top movies/ TV shows by IMdB rating
source: veed analytics/ content catalogues as of September (Sky Online October)
16%
0%
7%
10%
10%
13%
30%
15%
Highlight: Of the Top 100
movies from 2013, 54% are
available at Sky Online
veed 2014
snapshot Sky Online 5
Linear OTT competition: linear channels offered by Sky
Online are complementary to Magine and Zattoo.
Package Price per Month Channels (HD+SD) Channels (HD) Selected Highlights
Sky Starter 9,99 EUR 9 channels - TNT Serie, TNT Glitz, Fox, Nat Geo
Sky Film 19,99 EUR 3 channels - Sky Cinema, Sky Atlantic
Sky Supersport Tagesticket (Sky Starter or Film required)
19,99 EUR (per 24h)
5 channels (+ optional channels
such as Sky Sport 3)
- Sky Bundesliga channels
Free 0,00 EUR 29 channels 2 channels Full coverage of public broadcasters
and selected smaller private channels
Master (without Free)
6,99 EUR 28 channels 8 channels Coverage of P7S1 and RTL group
Magic (without Free, incl. Master)
16,99 EUR 43 channels 8 channels TNT Film, Universal Channel, Sony
Television
Max (without Free, incl. Master, Magic)
23,99 EUR 55 channels 12 channels Duck TV, yfe, DocuBox
Free 0,00 EUR 57 channels - Full coverage of public broadcasters
and selected smaller private channels
Zattoo HiQ (without Free)
9,99 EUR 34 channels 22 channels Coverage of P7S1 and RTL group
Zattoo Plus (without Free, HiQ)
9,90 EUR 12 channels - Planet, yfe, Fuel TV
Zattoo International 2,90-12,90 EUR
per package 20 channels - Various international channels
source: veed analytics
veed 2014
snapshot Sky Online 6
Bottom line: What Sky Online means for the other market
participants.
SVoD Services
Traditional television strikes back –
and it will be a challenge for you to
match their portfolio of current movies
and shows anytime soon.
TVoD Services
Be careful: Sky Online is a way more
powerful competitor regarding current
movies and shows than the SVoDs.
Pay TV Services
Observe closely, and start to prepare
your next step - otherwise you will be
left behind.
TV Operators
Sky Online complements the offering
Zattoo and Magine introduced and
enriches it with on demand content, so
prepare yourself!
Broadcasters
Watch from the sideline what happens
to the market here – and make your
conclusions for your distribution
strategy.
Content Owners
With Sky Online, a strong PayTV
player further enlarges its reach –
cooperate closely and learn with them
about changing consumption patterns
and business rules
source: veed analytics
veed 2014
snapshot Sky Online 7
Keep updated for our VoD market
model and forecast for Germany
published later this year!
If you would like to discuss the
impact of the Sky Online launch on
your business or the different market
scenarios, please get in touch with:
Outlook: Sky just opened up a plethora of possibilities with
Sky Online – now the customer acceptance is the challenge!
www.veed-analytics.com
Bernd Riefler
Chief Marketing Officer
veed analytics |
+49 151 58243355 |
source: veed analytics
Opportunities of Sky Online
+ Sky is opening up for a new customer
group that is not willing to lock-in for
a long-term membership, but has a
high willingness to pay
+ Sky Online outperforms SVoD
competitors in the category of current
movies; for this content the Sky
Online subscription even competes
with TVoD services
+ Sky is reducing their dependency from
classic distribution channels enlarging
the flexibility to evolve their portfolio
+ Sky Online enables Sky to learn more
about the changing consumer
behavior (in GER, UK and I) and be at
least one step ahead of the
competition
Challenges for Sky Online
- The cannibalization challenge is to
hit the fine line of minimizing
churn from existing product to Sky
Online while still attracting enough
prospects
- Sky Film and the day sports pass
are priced rather high, and are
likely not to gain huge attraction;
these prices might be subject to
change in the coming months
- Sky just added a further brand to
its already crowded portfolio,
potentially leading to a further
brand confusion among prospects
and customers
veed 2014
Product Overview 8
The Sky Online Launch
Walkthrough
veed 2014
Product Overview 9
Sky Online Walkthrough (1/4)
veed 2014
Product Overview 10
Sky Online Walkthrough (2/4)
veed 2014
Product Overview 11
Sky Online Walkthrough (3/4)
veed 2014
Product Overview 12
Sky Online Walkthrough (4/4)
veed offers unique international video
service analytics. As a customer you
receive thorough reports, insights and
analyst sessions in our experience center
enabling you to maximize your business
and to design outstanding video products.
veed is a service by Mücke, Sturm &
Company, one of the leading management
consultancy firms in the German-speaking
area for the digital transformation.
Bernd Riefler
Chief Marketing Officer
veed analytics | www.veed-analytics.com
+49 151 58243355 | [email protected]
