Sky catches up with Virgin, BT and TalkTalk as it finally adds Netflix

The saying says if you can’t beat them, join them, and subscription broadcaster Sky was certainly taking that advice on board on Thursday as it announced a partnership that would see Netflix bundled into a new Sky TV package.

The FTSE 100 company said the package would allow millions of its customers to access Netflix through its Sky Q platform.

It called the partnership “pioneering” and “first of its kind”, even though Netflix is already available through all three of its competitors - Virgin Media, BT and TalkTalk.

Sky said it would make Netflix available to new and existing customers by creating a new entertainment TV pack, combining Sky and Netflix content side-by-side.

It said Netflix's service included more than a thousand hours of ‘ultra HD’ content, complementing Sky Q's existing UHD programming.

Sky talked up the ability to pay for Netflix as part of their single monthly Sky bill - a feature already available through Sky’s competitors.

It also highlighted the fact Sky customers would be able to access Netflix content ‘seamlessly’ through the Sky Q interface - again, a feature already existing on the TiVO platform used by Virgin Media, and the YouView platform from BT and TalkTalk.

The main point of difference with the new package, it appeared, was the fact the Netflix subscription cost would be rolled into the monthly package, rather than appearing as an extra line on a customer’s bill as with Sky’s competitors.

“The exciting new features coming to Sky Q will enable Sky customers to access even more of the best entertainment delivered over the best product platform,” said Sky group chief executive Jeremy Darroch.

“By placing Sky and Netflix content side-by-side, along with programmes from the likes of HBO, Showtime, Fox and Disney, we are making the entertainment experience even easier and simpler for our customers.

“Our recent announcements mean we will extend our leadership in delivering customers the best viewing and user experience in Europe.”

Reed Hastings, chief executive at Netflix, said the US-based streaming broadcaster was “delighted” to partner with Sky to bring the “latest technologies” and “great stories” under the same roof.

“With this innovative new partnership and Netflix's stellar line up of original content from across the world, Sky's customers will be able to seamlessly access and enjoy all the best entertainment in one place.”

The partnership would see Netflix, along with the new Sky TV pack, launch on Sky Q in the UK and Ireland in the coming year.

Netflix would launch on Sky Q platforms in Germany, Austria and Italy thereafter.

Sky said the agreement with Netflix also extended to Sky's contract free streaming services.

In the UK and Ireland, Sky would launch Netflix as a standalone app on NOW TV's family of streaming devices, including on the recently launched NOW TV Smart Stick.

Sky Ticket in Germany and Austria, and NOW TV in Italy, would launch a standalone app on their devices in due course.