Dani Warner, broadband and TV expert at Uswitch.com, comments: “The competition for eyeballs and, ultimately, subscribers shows no signs of relenting with Sky’s plans to double its investment in original content in a bid to retain customers and counter the ever-growing threat of customers choosing standalone streaming services like Netflix and Amazon Prime.
“Sky could not have picked a better time to announce this, following the incredible success of Chernobyl, the highest-rated television show in history and a huge hit with viewers. It is this kind of original content that Sky is signalling it wants to increase.
“In content terms, this is the first real show of muscle from new owners Comcast. Premium content both drives conversation and hype, and is popular with viewers – but it doesn’t come cheap.
“Traditionally, broadcasters have been unable to compete with the financial clout of the online heavyweights, with shows like The Crown and the forthcoming Lord of the Rings demanding budgets beyond the capabilities of Sky, – but that seems to be changing.
“Sky has a large subscriber base but its monthly cost is far greater than Netflix or Amazon Prime, and it faces a constant need to be seen to deliver value. In fact, it is Sky’s NOW TV service that may prove to be its future – competing directly with its online rivals in terms of price and now high quality content as well.
“Many of its premium shows have been American imports on its popular Sky Atlantic channel but original content will allow Sky to have its own points of difference and remain competitive in a fascinating era for television.”
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