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359,000 new customers were added to Sky Deutschland’s roster in 2011, which brings the company’s total customer list to 3,012,000. This is in contrast to 2010 when the broadcaster added only 183,000 viewers to its customer base.
Gross additions in 2011, however, amounted to 671,000 representing a 12 percent increase compared to the previous year (599,000). Customer loyalty continued to strengthen with the 12-month rolling churn rate decreasing to 11.0% (Q4 2010: 16.2%).
Sky’s Premium HD service also grew strongly in 2011 with customer up-take jumping by over 60% to 974,000. In 2010 that same figure increased by only 593,000. At the end of 2011 a total of 32% of all Sky customers subscribed to Sky Premium HD.
Sky+, the integrated digital video recorder (DVR), which enables viewers to take control of their TV viewing, also saw increased demand. There were 411,000 Sky+ customers by the end of 2011, a greater than tenfold increase compared to the 39,000 who took the service at the previous year’s end.
Sky Go, which was launched in April 2011, picked up 594,000 active users nine months after its launch and even managed to achieve four million unique viewer sessions in Q4 of 2011 alone.
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