Sky is reportedly ready to drive up the prices for TV packages within its core UK market, citing years of investments aimed at offering customers more customised bundles and premium content.
CEO Jeremy Darroch insisted last week that Sky had retained much of its popularity with customers, despite the rise of competitors in the internet TV market and losing rights to show UEFA Champions League football matches to BT Sport.
But Mr Darroch still believes there is plenty of loyalty among the company's customer base, which he insisted meant there was scope for a price increase.
"I think the opportunity for pricing is good and it is certainly our intention in the UK to do that (raise prices)," he told an audience of fund managers at Morgan Stanley's annual industry conference.
"We want to do that behind innovation, behind improved service, behind improved content," he added.
Sky currently has over 10 million customers in the UK and Ireland and, according to Mr Darroch, has already made a host of changes to its packages, with prices now ranging from £6 to £70 a month.