Sky Deutschland surpasses 3 million customersThursday, February 2nd, 2012
UNTERFÖHRING — Sky Deutschland delivered strong growth in 2011 to reach 3,012,000 customers by year’s end. In total the company grew by 359,000 customers, almost twice the net growth of 2010 (183,000), and the highest net growth in the company’s history. Gross additions in 2011 amounted to 671,000 representing a 12% increase compared to the previous year (599,000). Customer loyalty continued to strengthen with the 12-month rolling churn rate decreasing to 11.0% (Q4 2010: 16.2%).
Sky’s Premium HD service continued to grow strongly with customer take-up increasing by more than 60% to 974,000 (2010: 593,000). At the end of 2011, a total of 32% of all Sky customers subscribed to Sky Premium HD.
Sky+, the integrated digital video recorder (DVR), which enables viewers to take control of their TV viewing, also saw considerable demand. By the end of 2011, there were 411,000 Sky+ customers, a more than tenfold increase compared to the 39,000 who took the service at the previous year’s end.
With the launch of Sky Go in April 2011, Sky set a new benchmark for innovation, providing customers with greater flexibility and convenience to watch live and on-demand TV via the web, iPad, iPhone and Xbox 360. In just nine months Sky Go has gained 594,000 active users, and achieved over 4 million unique viewer sessions in Q4 alone.