German pay-TV operator Sky Deutschland has introduced a new discounted sport subscription aimed at young adults on its streaming service WOW.
The offer, branded WOW Live‑Sport Young, gives customers aged 18 to 26 access to the full live‑sport package for €24.99 per month on a 12‑month contract – €5 less than the standard annual price.
The broadcaster describes the new tariff as its first under‑27 (U27) offer, adapting a youth‑pricing model long established in mobile and banking sectors for the live‑sport streaming market.
“We see that younger audiences are very deliberate about which content they are willing to pay for. With the U27 offer, we are taking a first step to make access to our live‑sport offering more attractive for them and to reach new target groups,” says Jill Harkness, Vice President Commercial at Sky Deutschland.
After the initial 12‑month term, the subscription automatically switches to a monthly cancellable plan at the regular price of €44.99, unless customers choose to renew on another discounted annual basis. Age verification is handled by an external provider; once approved, users receive a code to redeem during the sign‑up process.
The package includes WOW’s full sport line‑up: all Friday and Saturday Bundesliga matches in full and exclusively, all Sunday Bundesliga matches shortly after the final whistle, every match from the 2. Bundesliga, the DFB‑Pokal, the Premier League, all Formula 1 and MotoGP races, regular top fixtures from the NHL and NBA, plus highlights from tennis and golf.
