Sky is dramatically reshaping the streaming landscape in the UK, announcing a new bundled subscription service that brings together Netflix, Disney+, HBO Max, and Hayu under one roof. The move, described by the broadcaster as a “world first,” aims to simplify entertainment access for consumers and challenge the increasingly fragmented streaming market.
The new offering, dubbed Sky Ultimate TV, will be available to new customers for £24 per month. This price point is particularly noteworthy, as the combined monthly cost of subscribing to all four services individually currently exceeds that figure. Sky is positioning this as a significant value proposition, addressing a common pain point for viewers juggling multiple subscriptions, and logins.
While Netflix is already integrated into some Sky packages, this marks the first time it will be offered alongside Disney+, HBO Max, and Hayu in a single, unified subscription. The inclusion of HBO Max is particularly significant, as the platform is set to launch in the UK and Ireland in March. HBO Max will be the new home for popular series like Friends and is slated to premiere the highly anticipated Harry Potter television series.
Hayu, specializing in reality television, adds another dimension to the bundle, offering a vast library of shows like The Real Housewives franchise and British favorites such as Made In Chelsea and The Only Way Is Essex. Disney+ brings its powerhouse catalog of franchises like Star Wars and Marvel, alongside critically acclaimed series like Rivals.
The timing of this announcement comes as the streaming wars intensify. Netflix currently leads the pack with over 300 million subscribers globally, followed by Amazon’s Prime Video and Disney+ with around 200 million each. HBO Max, while boasting over 122 million subscribers, has a more limited geographic reach. Sky’s move is a clear attempt to consolidate its position in a competitive market and attract new customers by offering a comprehensive entertainment package.
The impact on existing Sky customers will vary. Sky Stream and Sky Glass subscribers with Sky Ultimate TV will automatically receive access to Disney+ Standard with Ads, HBO Max Basic with Ads, and Hayu content alongside their existing Sky TV and Netflix subscriptions. Sky Q customers with Sky Signature, Sky Entertainment, and other eligible packages will also gain access to Disney+ Standard with Ads, HBO Max Basic with Ads, and Hayu. Sky Q customers already on Sky Ultimate TV will receive all of these services, including Netflix. Even Sky+ customers will benefit, gaining access to HBO Max Basic with Ads and Hayu content alongside their Sky TV subscription.
This bundling strategy echoes the traditional cable TV model, but adapted for the streaming era. Sky, which launched in 1989 and revolutionized paid television with its focus on movies and sports, has been steadily transitioning from satellite broadcasting to streaming through its Sky and NOW TV services. This latest move represents a significant step in that evolution.
The announcement follows a period of price increases and subscriber fatigue within the streaming industry. Last year, Netflix faced criticism for raising its subscription fees despite reporting record subscriber growth. By offering a bundled package at a competitive price, Sky is attempting to alleviate some of that pressure and provide consumers with a more affordable and convenient entertainment solution.
Disney+ subscribers who already have a Standard or Premium plan can also benefit from the Sky offering, potentially saving £5.99 a month by moving their subscription to Sky. This incentive further underscores Sky’s ambition to become the central hub for streaming entertainment in the UK.
The rollout of the new package will begin in March with the launch of HBO Max, followed by the full integration of all services throughout the year, with Hayu content becoming available from July. The success of this venture will likely depend on Sky’s ability to seamlessly integrate these diverse streaming platforms into a cohesive and user-friendly experience.
