Within a week of BT announcing plans to offer free sports channels, including live Premier League football games to its broadband customers, 15 per cent of Sky’s TV and broadband customers say they are interested in receiving them, according to a nationwide survey by Usurv.
Six per cent of existing Sky TV customers revealed they will consider terminating their Sky TV contracts and subscribing to BT Sports instead. While 8 per cent of Sky customers say they will switch to BT from their existing broadband provider – whether it’s Sky or another company – as soon as they can.
The survey of 1,000 UK adults also reveals that 8 per cent of non-Sky/BT broadband subscribers will switch from their current provider to BT in order to receive the channels.
According to Guy Potter, research director at Usurv, the findings indicate a promising level of interest in BT’s new sports channels which start broadcasting in August and will include 38 live Premier League matches over the course of the new football season. BT has spent £738 million on Premier League football rights, as well as £152 million on Premiership rugby.
“This is a snapshot poll taken just days after BT announced its sports package and the initial feedback seems very positive. While it is early days, as BT ramps up its multi-million pound ad campaign to promote the channels and more people get a clearer picture of what’s on offer, you might expect interest to build. Our findings show that it certainly wouldn’t be a surprise to see customers from Sky and other broadband providers switching to BT to benefit from these new channels.”
The Usurv survey also indicates the new sports channels will help BT protect its own customer base, with 42 per cent of existing broadband subscribers saying they are interested in receiving the new channels.