UNTERFÖHRING — Sky Deutschland has announced its Q3 2013 results. The number of direct subscribers grew by 76,000 (Q3 2012: 79,900) to 3,529,000 customers (Q3 2012: 3,212,000) at the end of September. This was supported by gross additions of 185,100 (Q3 2012: 188,200), reflecting robust underlying demand levels when considering recent quality initiatives which include the ramp-down of Sky’s outbound telesales channel at the beginning of this year. Customer loyalty remains strong with a 12-month rolling churn rate of 11.8% (Q3 2012: 11.8%) and an improvement in the quarterly annualized churn rate to 12.5% (Q3 2012: 13.7%).
In addition, the number of wholesale subscribers increased by 155,800 in the quarter to 280,000 (Q3 2012: 125,900) as a result of the inclusion of Deutsche Telekom’s former Ligatotal IPTV and mobile customers. All customers of Deutsche Telekom’s former IPTV Ligatotal-package have the option of choosing a Sky direct package at any time, or to view the Sky Fußball Bundesliga as a stand-alone product on their existing terms up to 30 June 2014. After that date, they will need a direct Sky subscription to continue watching live matches of the Bundesliga.
Sky’s Premium HD offering saw continued strong demand, with the number of customers growing by 54,600 in the quarter to 1,751,600. The outstanding success of Sky’s comprehensive HD offering – which now includes up to 71 channels – is reflected in the Premium HD penetration: nearly half of all Sky customers (49.6% (Q3 2012: 41.6%)) now take the Premium HD package. When including those customers with free access to the Premium HD package, e.g. for the first year as part of a two-year contractual commitment, the quarter saw the Premium HD customer growth increasing to 109,100, with a total of 1,869,400 customers receiving Sky’s Premium HD channels.
Sky+ also generated strong demand with the number of Sky+ customers growing by 125,400 during the quarter to 1,296,000 (Q3 2012: 729,600). At the end of the quarter 36.7% of Sky customers enjoyed the great convenience of a Sky+ receiver in their home (Q3 2012: 22.7%). The on-demand capabilities of Sky+, which include Sky Anytime and personal recordings, make it easier for customers to watch great Sky content whenever they want. In addition, Sky+ customers churn less and are more satisfied.
Sky Zweitkarte (second smartcard) customers increased by 17,000 in the quarter to 410,000 (Q3 2012: 293,000). Year-on-year, the number of second smartcard customers rose by 40%, demonstrating that a growing number of families want to enjoy Sky’s great entertainment line-up in different rooms at the same time.
Sky Go is Germany and Austria’s largest over-the-top pay-TV service. With 18.1 million customer sessions in Q3 2013, an increase of 122% year-on-year, Sky Go has seen continual rapid growth. In 2013 alone, customers could enjoy more than 800 blockbuster films, over 1,000 series episodes including more than 90 complete season box sets, over 700 children’s programs, and over 3,000 live sport events. No other service in Germany and Austria can match this level of quality and exclusivity.
Subscriber development (’000):
Q3 13 Q2 13 Q1 13 Q4 12 Q3 12 Q2 12 Q1 12 Q4 11
----- ----- ----- ----- ----- ----- ----- -----
Direct subscribers at beginning 3,453 3,405 3,363 3,212 3,132 3,085 3,012 2,857
Gross additions 185 131 137 260 188 124 155 246
Churn -109 -84 -95 -109 -108 -77 -82 -91
Net growth 76 48 42 151 80 47 73 155
Direct subscribers at end 3,529 3,453 3,405 3,363 3,212 3,132 3,085 3,012
Premium HD subscribers
at end of period 1,752 1,697 1,613 1,514 1,337 1,172 1,071 974
penetration rate (in %) 49.6 49.1 47.4 45.0 41.6 37.4 34.7 32.3
Sky+
subscribers at end of period 1,296 1,171 1,065 929 730 584 508 411
penetration rate (in %) 36.7 33.9 31.3 27.6 22.7 18.6 16.5 13.6
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