Report Overview

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Sky Deutschland’s realistic targets

PublisherEnders Analysis.
Publish Date February 13, 2014
Sector Pay TV.
Company Sky Deutschland.

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GAIN ACCESS

In 2013 Sky focused on recruiting quality’ subscribers: net additions fell but ARPU growth accelerated and most new customers have signed up to two-year contracts, which will lead to a reduction in churn.

Now Sky is moving its focus back to subscriber growth. It aims at 400-450,000 net adds this year, including the migration of wholesale DTAG customers a target we find realistic. The 70-90 million EBITDA guidance may be conservative.

Without any direct competitor, Sky is rightly enhancing its all-in-one premium appeal. This supports ARPU growth and increases its distinctiveness compared to other providers, including the expected Netflix launch in Germany.

Report Overview

Sky Deutschland’s realistic targets

In 2013 Sky focused on recruiting quality’ subscribers: net additions fell but ARPU growth accelerated and most new customers have signed up to two-year contracts, which will lead to a reduction in churn.

Now Sky is moving its focus back to subscriber growth. It aims at 400-450,000 net adds this year, including the migration of wholesale DTAG customers  a target we find realistic. The 70-90 million EBITDA guidance may be conservative.

Without any direct competitor, Sky is rightly enhancing its all-in-one premium appeal. This supports ARPU growth and increases its distinctiveness compared to other providers, including the expected Netflix launch in Germany.

In 2013 Sky focused on recruiting quality’ subscribers: net additions fell but ARPU growth accelerated and most new customers have signed up to two-year contracts, which will lead to a reduction in churn.

Now Sky is moving its focus back to subscriber growth. It aims at 400-450,000 net adds this year, including the migration of wholesale DTAG customers a target we find realistic. The 70-90 million EBITDA guidance may be conservative.