I was recently asked to do some research for a mate that was moving house as to what the best providers for broadband and TV were. I was really surprised at SkyQ being the only option and how incredibly expensive it is. Sky will find it hard to retain millennials and younger who have grown up with the brand in their family home and now seemingly can't afford it by themselves. All their reasonably priced stuff is under the NOW TV brand. SkyQ seems pitched at large family homes - they don't seem interested in renters or single people like they were 5 years ago (when I was a student, Sky were really trying to hoover up student broadband contracts and attaching TV to it).
I am a millennial, and I can afford Sky, but it doesn't really appeal to me. My parents got Sky in 97(ish), so I had Sky from the start (digital start). If we were in 1997, or even 2007, I would have Sky, because it would be value for money. But in 2017 it isn't, I can get Netflix, Amazon Prime, and Now TV, all for the same price as one over bloated Sky package.
In addition, forgetting about Netflix and co, Sky's content just isn't as good as it used to be. The things I used to get sky for were, UK Gold, which showed the classics, the documentary channels, for shows like seconds from disaster, Sci-Fi and Sky one for the Simpsons and Star Trek, Lost etc, and the movie channels, to watch classics and good movie premiers on Fridays or Saturday nights if I remember right.
These days, there are too many channels, the classics have been re-run so many times, i'm surprised the "tapes" have lasted, how many more times do we need to see Only Fools and Horses? the documentary channels show hardly any documentaries, what does ice road truckers have to do with history? and last time I had the misfortune of tuning in, they were advertising some sort of sex tv show to be show on History. Sky One had nothing at all, apart from Ross Kemp, that interests me. An Idiot abroad was the last thing they produced which I enjoyed. The movie channels show endless low budget trash, which I don't really want to be paying for. Why do we need so many movie channels?
So I really don't think Sky will ever inhabit my home again. I only have Now TV because I have left over series from my Sky days such as GoT and walking dead which I want to finish watching, then even that will go, because there isn't much on Now TV that interests me either. The only thing Sky have going for them, is Sky Atlantic (which is mostly HBO, which I suspect at some point will cut Sky out as the middle man but not yet) and the systems they allow customers to use Sky Q/Plus. But that isn't worth all that extra money. Even with 4K, its available elsewhere for cheaper, it isn't like when HD came out and Sky was the only place (?) you could get it.
It does not help when Channels like MGM HD and ITV Encore close down, MGM HD closed, we were told the movies would show up on Sky Movies, I don't think they ever did.
I understand not all of these things are under the control of Sky, but at the end of the day, I am just a customer, and I will subscribe to what I want. Sky are the big boys, they want to forget about the sports and focus on the rest for a while.