Sky Anytime Research

Sky Anytime is a service available to Sky+ and Sky+ HD customers which offers a handpicked collection of the week's TV to be enjoyed whenever it suits. 

Methodology and Background

Work Research were commissioned by Sky to develop an understanding of Sky Anytime users; to explore the attitudes of Anytime users towards the service and to investigate what works for pre- and post- roll advertising. 15 in-depth interviews were conducted in-home across a selection of demographic types in a variety of locations across the UK in April 2008.

Sky Anytime users were found to be mainly ABC1 with modern, well-furnished homes, flatscreen TVs with surround sound, up-to-date gadgets such as laptops, Wiis and PS3s and they were either Sky+ HD customers or waiting to upgrade to Sky+ HD.

The Viewing Audience

Viewers love the convenience of Sky Anytime - programmes are available to watch "anytime" - at the push of a button they can be downloaded to the Sky+ planner or watched immediately. They see it as a new channel and enjoy the selection of genres available... 

Anytime drives more worthy programming pushing viewers upward into more aspirational content - most acknowledged that they now watch some offerings from channels they would not normally browse.  Anytime also encourages more joint viewing - among both couples and as a family.

Advertising - What Works?

Respondents find post-roll advertising featuring the making of the ad both fascinating and interesting.  They also like the idea of being able to see something exclusive to Anytime that they can talk about with friends.  In addition, viewers agreed that film trailers would have a natural fit with movies on Anytime and would add to the cinema experience.  Overall though, all agreed that as long as the advertising was entertaining, relevant and had a broad appeal, they would enjoy watching it.