While stressing that the EST market and how it is developing should be of interest to everyone, he doesn’t think “it’s quite there yet.”
Asked about Now, Lewis said he did not regard it as a competitor of LoveFilm or Netflix.
Lewis also said that Sky Store already has over 1,000 movies available on a pay-as-you-go basis and had seen over 3 million rentals in Q4 2012.
Interestingly, Lewis added that there is a certain section of the UK population that is heavily engaged in movie viewing and a large proportion of it subscribes to Sky Movies.
He also gave an example of the many ways Sky customers can now watch movies.
In the case of The Dictator, which was seen by 1.4 million customers, it was via Live Family Night Premiere, Live Other TX, Sky+, Showcase on-demand, On demand and Sky Go.