Sky and EE have announced an expanded partnership that will see Sky Stream available directly through EE for the first time. This move marks a significant shift in how customers will be able to access premium TV content in the UK — combining broadband and entertainment in a more flexible, modern way.
From 15 October 2024, Sky Stream will be offered across EE retail stores, the EE website and via telesales, giving millions of EE broadband customers the ability to order the plug-and-play streaming device alongside their existing broadband service. The deal builds on Sky and EE’s long-standing relationship — one that dates back to 2017 — but now deepens it by bringing Sky’s streaming TV directly into EE’s sales channels.
What This Means for Customers
Sky Stream is a compact streaming device that connects to any TV over Wi-Fi, offering access to Sky’s entertainment catalogue, live sport, movies and thousands of hours of on-demand content without the need for a satellite dish. It also hosts a wide variety of third-party apps — including Disney+, Apple TV, Netflix and more — all from one interface.
- Ease of setup: No installation engineer required — just plug into your TV’s HDMI port
- Internet-first TV: Works over home broadband, ideally suited to today’s streaming-centred viewing habits
- Pricing: Packages start at around £28 per month for Sky Entertainment with Netflix bundled in, with other add-ons available
This is a notable development because EE already offers its own TV service — “EE TV” — complete with a set-top box or an Apple TV 4K option. Instead of pushing only its own platform, EE is now giving customers a choice: they can stick with EE’s TV offering or opt for Sky Stream directly through EE’s storefronts and support.
Industry Reaction and Strategic Goals
EE boss Marc Allera said the collaboration allows the company to give “customers even greater choice,” matching flexible viewing habits with EE’s broadband products. Meanwhile, Sky’s Chief Consumer Officer emphasised that Sky Stream provides a “transformative viewing experience” without dish installation, making it easier to bring Sky’s content into more UK homes.
The partnership is also viewed as part of a broader shift in the UK’s TV market, where traditional satellite TV is increasingly being replaced by internet-delivered services. Sky itself has been pushing its streaming platforms more aggressively in recent years, including Sky Stream and Sky Glass, as consumer preferences move toward flexible streaming solutions.