Sky predicts 10 million customers by 2010Broadcaster says customer loyalty also growing

06 February 2008

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Satellite broadcaster BSkyB says it’s on track to reach 10 million customers by 2010.

The prediction came after it recorded a net increase of 167,000 new customers in the last quarter of 2007 - taking its subscriber total to 8.83 million.

Sky also hailed growing customer loyalty, with ‘churn’ - the number of customers leaving - down to 10% from 11.3% the previous quarter.

The number of households that signed up to its personal video recorder service, Sky+, has topped 3 million, while about 1.5 million homes now subscribe to more than one Sky digibox.

High definition

Customers taking Sky's high definition service now total 422,000 - up 18%.

Sky’s broadband service added a further 260,000 subscribers during the quarter to reach 1.2 million customers, while its telephone service Sky Talk also added 236,000 customers.

But Sky says that less than 10% of its customers have a bundled TV, broadband and telephone package, adding that this area provides ‘significant opportunity for future growth’.

'Heavy handed'

Which? Technology Editor Matthew Bath says: "Sky has enjoyed a huge growth in the number of subscribers – and its focus on delivering high-definition TV programming has proven a winner for consumers with high-definition TVs. 

'However, it has come under fire for what are viewed as its heavy-handed tactics of removing its popular Sky One channel from rival service Virgin, which prompted many Virgin customers to switch to Sky. How that plays out in the high court following legal action by Virgin could have an impact on its future growth.'