Five years on from the launch of Now TV, Sky’s strategy in operating the service is working.
According to Marina Storti, director of strategy, Now TV, Sky, there has firstly been limited cannibalization between it and Sky’s main service.
Indeed, only 2% of Sky TV customers have joined Now TV, which was launched in 2012.
Secondly, customer cross sell continues to deliver revenue growth, with 45% of Now TV customers taking more than one genre pass.
Thirdly, 30% of Now TV customers are more likely to keep subscribing.
Storti also said that the trends that drove Now TV’s launch continue today.
For instance, the percentage of homes with broadband connections of 10Mbps or more increased from 91% in 2014 to 94% last year.
Storti added that the UI is key to get customers faster to content they want to watch.
Now TV includes a bespoke UI for kids content.