Sky’s sales house Sky Media held its annual upfronts this week. Here are our four biggest insights from the event.
Sky Media shared its plans for 2023 with agencies and brands this week at its annual upfronts. A major investment in short-form digital content and the inclusion of social into the buying, planning, and reporting process were among the announcements.
For reference, Sky Media in the UK counts Sky, Discovery, and Channel 5 in its ad inventory, reaching 93% of the adult UK population or the equivalent of 49 million people a month.
Sky Stream & Sky Glass
By 2027 Sky has estimated that streamed viewing will be up 140%, and digital viewing will be up 33% against a mere 6% growth for linear viewing. The mammoth growth in streaming has informed two of Sky’s new product developments, Sky Glass and Stream.
Sky is now the third largest supplier of TV sets in the UK behind Samsung and LG after launching Sky Glass in 2021. With sales in the hundreds of thousands, Patrick Behar, chief business officer Sky UK and Europe said Sky Glass “has opened more headroom of people that at younger and more streaming orientated.”
In September Sky rolled out a dongle product called Stream in a bid to capture customers who wouldn’t be able to fork out for a new TV. Early results have shown that 84% of Stream buyers so far have been prospective customers for Sky. Behar positioned Stream as an “icebreaker” product helping Sky reach “new customer segments who traditionally haven’t thought about having a Sky subscription.”
Sky is to ramp up marketing for Stream in early 2023 with plans to go above the line.
Short form push
According to Sky Media, investment in short-form content has grown 80% over the last three years and is being watched for around 26 minutes per day. Sky is to focus on translating its expertise in the broadcast world into short form.
The broadcaster currently generates about 3,000 clips per week, which are pushed out on its owned platforms and…