The expansion of Sky Ultimate TV shows how pay TV can be repositioned for the streaming era

In March 2026, Sky expanded its Sky Ultimate TV package to integrate Disney+, hayu, HBO Max and Netflix alongside its own channels and originals within a single bundle. 

Our consumer survey results show that households tend to adopt a growing number of subscriptions which then create a large number of services to manage. Households place increasing value on propositions that reduce this complexity of access through consistency of experience, simpler billing and discovery. Sky’s new offering provides customers with a single, integrated experience for four of their customers’ most-favoured streaming video services.