From 15th October, EE will begin offering its customers Sky Stream, offering a much wider choice of TV channels and streaming apps.
- EE customers will be able to order Sky Stream alongside EE Broadband
- Available through EE retail stores, EE website and telesales.
- Offers more channels and apps than EE’s current TV offering.
EE and Sky today have announced a new retail partnership that will see Sky’s IPTV-based Sky Stream puck become available via EE outlets from next Tuesday (15th October).
EE (BT) and Sky say the new partnership “builds on a longstanding relationship since 2017 and forms part of EE’s strategy to partner with leading consumer electronics and entertainment providers to offer customers a wide range of options”.
It marks a further warming of relations between the two companies, who a decade ago were at loggerheads with each other, restricting access to each other’s channels.
Notably, the deal will allow customers to order Sky TV products with EE’s home broadband.
In a statement issued on Tuesday, EE said that introducing Sky Stream “will enhance the EE TV portfolio, giving customers a choice of viewing platform. Sky Stream will be available to purchase from EE both with EE home broadband and mobile.”
Beginning of the end of EE TV?
EE’s parent company BT has been trying for over a decade to develop a rival pay TV system to Sky. It began with the original BT Vision box, that was replaced by YouView. BT continued to develop YouView as part of a consortium that included the main public service broadcasters and TalkTalk. The TV service piggybacked off Freeview, with the main free-to-air channels delivered via an aerial, with premium content via the internet.
BT and Sky eventually struck a deal that would give BT/EE customers access to NOW, with Sky’s NOW channels integrated into the main TV guide. Following on from that deal, BT allowed carriage deals it had struck with third-party broadcasters to expire, leading the pay TV element of the service to mainly consist of NOW’s TV channels, plus TNT Sport.
Most recently, BT launched a box that would allow viewers to access channels exclusively via the internet. But compared to Sky Stream, the number of internet channels is limited, and EE hasn’t been able to sign up as many streaming app providers as Sky.
EE says the deal with Sky isn’t the end of EE TV, and current EE TV customers will continue to receive a service as before. EE’s PR has been in touch to confirm there will be “further exciting features and services” coming to EE TV, despite the Sky deal.
At this point, it’s unclear how EE will handle requests from users who want to switch from EE TV’s own box to Sky Stream.
MORE: EE TV vs Sky Stream: which one should EE customers choose?
[Analysis] Looks like a phased exit from TV
Marc Thornham
Despite reassurances for current customers and promises of further improvements to the EE TV service, it’s difficult to envisage EE wanting to invest in a separate TV platform indefinitely, when Sky Stream offers much more content, having struck more deals with more broadcasters and streaming services.
Today’s announcement looks very much like the beginning of a phased exit from managing its own TV platform, coming only a relatively short time after beginning to offload its sports channels. (BT still holds a share in the TNT Sports joint venture, but is expected to reduce its share in the next few years. Warner Bros Discovery is already the de facto controller of the sports channels in terms of channel management and playout). This will allow BT Group and its consumer brand EE to focus on its core broadband and mobile business.
What’s available on Sky Stream?
Sky Stream is home to over 100,000 hours of content across more than 150 channels and 50 streaming apps in one place such as Disney+, Apple TV, BBC iPlayer, ITVX, Channel 4, YouTube, Discovery+ and more.
Sky Stream packages start from just £28 per month for Sky Entertainment and Netflix. EE will be selling Sky Stream via its high street retail, online and telesales outlets.
Corporate comment
Marc Allera, EE’s CEO commented:
“As part of our strategy for new EE, we’re continually looking to partner with some of the world’s leading brands to provide our customers with the very best in entertainment. Extending our partnership with Sky allows us to give customers even greater choice, so they can take a TV service that best suits their lifestyle, matched with EE’s great new home broadband offering.”
Sophia Ahmad, Chief Consumer Officer at Sky, said:
“Sky Stream offers a transformative viewing experience, making it even easier for customers to access Sky’s market-leading entertainment offer, with no dish required. We’re excited to be partnering with EE to take the benefits of Sky Stream into the front rooms of even more customers, bringing them one of the highest standards in viewing experience combined with the best live sport and award-winning Sky Originals all in one place.”
By: Marc Thornham | Image: Sky PR | Update: 11:46