July 20, 2023, 11:39 am | Read time: 4 minutes
At the end of June, Sky announced changes to its subscription structure. The previous ad-free offerings will be renamed Wow Premium. At the same time, the provider announced ad-supported subscriptions. These are now available, and a first look shows: New customers may face higher costs.
Anyone visiting Sky’s website will notice some changes in the offered subscriptions. However, the exact nature of these changes becomes apparent only upon closer inspection. Sky continues to offer three packages with Wow: series, movies, and live sports. But a click into the details reveals that Sky will now also show ads with Wow. The ad-supported subscriptions are slightly cheaper than the previously offered packages. However, those who want to stream Wow content without ads will have to pay more.
Overview
Sky’s ad-supported subscription relatively expensive in comparison
It’s no surprise that Sky is now offering ad-supported subscriptions. Several streaming providers have taken this step before. For example, Netflix offers its ad-supported subscription for 4.99 euros per month, and Disney+ is also planning an ad-supported option. Looking around the market, such subscriptions usually cost around 5 euros–a reasonable price. However, Sky’s price is higher.
Back in June, we speculated with the announcement of Wow Premium about what Sky’s ad-supported subscription might cost in the future. We assumed that the basic costs would remain unchanged. Since Wow Premium means a surcharge of 5 euros per month, the cost for the series package should have been 4.99 euros, as the regular price was previously 9.99 euros. But Sky has set a different price range. New customers booking Sky’s ad-supported series subscription pay 7.99 euros per month. It becomes cheaper if you commit to the provider for several months and choose the so-called 6-month subscription. Here, the costs are 5.99 euros per month.
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What does Sky and Wow’s ad-supported subscription include?
With the ad-supported Wow subscription, customers not only see ads but also miss out on some benefits that Sky has moved to the Premium package. These include streaming in Full HD, Dolby 5.1 Surround Sound, and up to two simultaneous streams.
Those who don’t want to miss out on these features or see ads must book Wow Series with Premium at Sky. This incurs an additional monthly charge of 5 euros. This results in costs of 12.99 euros or 10.99 euros for the 6-month subscription–significantly more than the previous 9.99 euros per month.
The Live Sports package is also more expensive. Sky advertises it as before for 29.99 euros per month or 24.99 euros monthly with an annual subscription. At first glance, everything seems the same. However, subscribers only get the full benefits without ads if they add Premium. This results in additional costs of 5 euros per month, which amounts to 60 euros over the year.
Unchanged, however, is the price for the popular Movies and Series subscription. This previously cost 14.98 euros per month and is still available at this price with the Premium surcharge. If Sky users accept ads, they can get the Wow offer even cheaper: Wow Movies and Series costs 9.98 euros per month, and the 6-month subscription is available for 7.98 euros.
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An overview of Wow’s new prices with and without ads
Subscription, Content, Technology–All About Sky’s Streaming Service Wow
Video Streaming Services in a Comprehensive Comparison
Do prices change for existing customers?
In June, Sky told TECHBOOK that the subscription terms for existing customers would remain unchanged with the introduction of Premium. A Sky spokesperson confirmed this again upon inquiry. “Existing customers automatically receive the upgrade to Wow Premium at no additional cost. Otherwise, nothing changes in their subscription,” the statement said. They will continue to pay the same monthly fee as before, as long as they do not cancel their contract. “Wow existing customers will receive an automatic upgrade to Wow Premium with their Wow subscription in the coming weeks to continue experiencing the best streaming offer,” Sky said.
How much advertising does Sky show in the new Wow subscriptions?
Anyone wondering whether to book Sky’s Wow with or without ads will also want to know how much advertising to expect. Overall, the ads are moderate, as Sky revealed upon inquiry. “New customers of the basic subscription (Entertainment and Sports) see ads before the content in two blocks,” a spokesperson said. The blocks are each 30 seconds long and include both commercial advertising from third parties and a preview of Sky’s own content. According to the provider, this is a generally accepted length for pre-rolls, which allows the subscription price to be reduced. Subscribers do not have to fear ad interruptions within movies and series.