June 20, 2023, 1:05 pm | Read time: 5 minutes
Many well-known streaming providers are currently planning ad-supported subscriptions or have already introduced them. Now, the pay-TV provider Sky is positioning itself in this segment. It plans to launch a new ad-supported subscription soon. This introduction will also change the existing Wow subscription for current customers. TECHBOOK has the details.
Since 2016, Sky has offered a service alongside its major subscription with access to various TV channels, allowing users to stream movies and series on demand. The monthly cancellable offer was previously called Sky Ticket but transitioned to Sky Wow in June 2022. Customers can choose between a movie package, a package with movies and series, and a sports package. But now–one year after the launch of Wow–the provider announces the next major change. Sky plans to launch its first own Wow subscription with ads soon. Sky Wow will become Wow Premium in this process.
Also of interest: Sky Deutschland to stop producing new series from 2024
Wow soon also as an ad-supported, cheaper subscription
So far, Sky Wow is available at monthly prices starting at 9.99 euros. It becomes cheaper if customers opt for a 6-month package. However, the new ad-supported subscription is expected to make Wow even cheaper, as Sky will show short ad clips before the start of series and movies. Another difference between Wow with ads and Wow Premium is the quality of the stream. While users can stream in Full HD with the current offer, the quality in the upcoming ad-supported subscription is reduced to HD, or 720p. Customers will also have to forego Dolby Digital 5.1 and will instead hear the sound in stereo. On 4K TVs with good sound systems, this reduction in playback quality of picture and sound can mean significant losses.
Overall, Sky Wow with ads comes without the premium features of the ad-free offer. This likely means that the subscription can only be used by one user. However, Sky does not provide further details about the new Wow subscription, the type of ads, or their length at this time. The price of the new subscription is also only hinted at. An info page states that customers can book an upgrade to the ad-supported subscription for 5 euros per month and thus switch to the ad-free offer. There is thus a price difference of 5 euros between the Wow subscriptions with and without ads. This would correspond to monthly costs of 4.99 euros for the series package, exactly the price that Netflix also charges for its ad-supported offer. However, this assumes that Sky does not adjust the price of the regular Wow subscription. There are indications of this.
Sky shows no ads with Wow Premium
With the introduction of the ad-supported offer, Sky is renaming its existing subscription to Wow Premium. This is not expected to change, so customers can continue to access all content and features. Sky continues to offer Wow Premium with the packages series, series and movies, and live sports–all completely ad-free. The content can be accessed with one subscription on up to two devices simultaneously in Full HD quality and Dolby Digital 5.1. Those are the known key points.
We asked Sky for more details about the two subscription types. In response to our inquiry, the pay-TV provider gave us the following statement:
With Wow, we currently offer our customers a wide range of highly attractive sports and entertainment content. The monthly subscription variants Wow Series, Wow Movies & Series, and Wow Live Sports are all flexibly bookable and can be canceled at any time without a contract.
Wow existing customers will receive an automatic upgrade to Wow Premium in the coming weeks to continue experiencing the best streaming offer. The subscription conditions for our existing customers remain unchanged.
Sky spokesperson to TECHBOOK
Thus, existing customers will continue to pay the same monthly fee as before after the switch to Wow Premium. However, Sky points out that there may be an incorrect billing display in the customer account as part of the adjustment. Consequently, the total billing amount up to the next renewal date may not be displayed correctly. However, the previous subscription price is to be debited, according to Sky.
Read also: The current series and movies on Sky and Wow
Notable in all these explanations about the transition from Wow to Wow Premium is the strong focus on existing customers. For example, the website states: “As an existing customer, you get all the benefits of Wow Premium from us at no additional cost, as long as you do not cancel.” However, Sky does not mention new customers either in response to our explicit inquiry or on the info page about the new offer. It also remains unanswered what conditions apply after a cancellation and possible rebooking of the offer. Does this perhaps mean that Sky will charge a higher monthly fee for a new booking of Wow Premium in the future?
This has not been confirmed so far. Our contact at Sky promised us more information after the launch of the new offers. When this will happen is unclear. However, since Sky itself mentions in its statement that it will write to existing customers in the coming weeks and switch them to the Premium subscription, the start date does not seem to be too far off.