Europe's Sky said Thursday that it would become the latest pay TV giant to integrate Netflix into its offerings in the U.K. and Ireland, followed by its other markets Germany, Austria and Italy.
The likes of Comcast, Charter Communications and Liberty Global have previously struck such integration deals in a sign that pay TV giants have increasingly seen that strategy as keeping subscribers happy and helping to retain them.
Sky CEO Jeremy Darroch in the past has described Sky's and Netflix's offerings as "highly complementary" services, saying the streaming giant had "a reasonably thin offering across many markets."
Sky unveiled the partnership to bundle the full Netflix service into a new Sky TV subscription pack, saying the "pioneering partnership" would "give millions of Sky customers seamless access to Netflix through the Sky Q platform." Sky will make available Netflix's service to new and existing customers by creating "a brand-new and attractively priced entertainment TV pack, combining Sky and Netflix content side-by-side for the first time."
Said Sky: "With the Netflix app integrated into Sky Q, and Netflix programs promoted alongside Sky content, customers can enjoy shows such as BritanniaBillions and Big Little Lies alongside The Crown, Stranger Things and Black Mirror, as well as free-to-air TV, all on the Sky platform. At the same time, customers will enjoy the simplicity of one monthly bill and easy to use, integrated user interface."
Sky customers will be able to access Netflix content in their on-screen menu and via the Sky Q search and voice search functionality. Existing Netflix customers will be able to migrate their account to the new Sky TV bundle or sign into the Netflix app using their existing account details.

"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 CEO Jeremy Darroch. "By placing Sky and Netflix content side-by-side, along with programs 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.”
Said Netflix CEO Reed Hastings: “We are 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.”

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