Sky has launched a streaming-only option, Sky X, in the Austrian market, the latest iteration of its move away from satellite and cable distribution and all-in packages to extend its reach to a broader base of consumers.
Sky X will provide a range of channels including Sky 1, Sky Sport Austria and Sky Atlantic alongside third-party services such as ORF, ARD, ZDF, ServusTV, ProSieben, Sat.1, Kabel Eins, Vox, n-tv, RTL and RTL2.
The service is available without a monthly contract and content will be available via the Sky X app for smartphones, tablets, computers, game consoles and smart TVs.
Sky is also providing a streaming-only box option for viewers, in this case marketed at viewers without a smart TV.
Sky’s existing German-area low-cost offering Sky Ticket is currently also available in Austria. However, the Austrian operation will reportedly discontinue sales of this option immediately, with a plan to phase it out over the longer term, giving Austrian subscribers the option of the advanced Sky Q full-fledged pay TV service or Sky X.
Three options are available, including a full pay TV package – Kombi and Live TV – for €34.99, as well as Fiction and Live TV for €19.99 and Sport and Live TV for €24.99. The sport and Kombi offerings include access to the Austrian Tipico Bundesliga, German Bundesliga, Champions League football and Formula 1 motorsports.
Christine Schell, managing director at Sky Austria, said that Sky X was “the ideal product for ‘Generation Mobile’”, adding that younger viewers in particular would be able to “enjoy their favourite TV programmes independently, without the need for a cable or satellite connection”.