“In other European countries, the market penetration of pay-TV amounts to 30, 40 or 50%. There are no structural reasons why we won’t reach penetration levels like this over here,” the new managing director of Sky Austria, Christine Scheil (pictured), said in an interview with Austrian news agency APA.
“It will take some time, but that’s the target, of course. In the UK, for example, more than one in two households have a subscription. Why shouldn’t we achieve this, too?” asks Scheil. In Austria, Sky has doubled its subscriber figure since 2009 and now reaches 350,000 customers and a turnover of €150 million. The total subscriber figure in Germany and Austria amounts to 4.37 million.
“We want to continue growing. We want to increase the revenues per subscriber, we want our customers to be more satisfied with the product and we want churn rates to go down,” said Scheil who has been heading Sky’s Austrian activities since September 1, 2015.
The growth drivers and key elements on this path would be exclusive premium content in the areas of sports, movies and series, technological innovations and further developments making it easier for subscribers to consume Sky’s offerings as well as an improved customer service, explained Scheil.