2025 NAB Show: Monty Sarhan of SkyShowtime Discusses His European Perspective

SkyShowtime Takes on Europe - A New Streaming Service, a New Strategy

Breaking onto the European streaming scene in February 2023, SkyShowtime has made a splash in 22 diverse markets across the continent. Born from a joint venture between media powerhouses Paramount Global and Comcast, this streaming service brings together a massive collection of content in 19 languages, with a focus on U.S. and local entertainment.

In an exclusive interview at the NAB Show's Keynote Fireside Chat, SkyShowtime CEO Monty Sarhan explained the benefits of this strategic partnership. "For the past two years, we've been live across 22 different markets in Europe, and they are really interesting and diverse markets," said Sarhan. "We have some of the richest markets in Europe and some of the poorest markets in Europe... There is no one-size-fits-all strategy for success in international markets. We lean into the differences that exist in all these regions, and that's been, I think, a key part of our success."

Diverse Markets, Diverse Strategies

None of the 22 markets where SkyShowtime operates are the same. Some are flourishing, while others are still on the journey towards a direct-to-consumer future. The key to success, according to Sarhan, lies in adapting strategies to local markets: "When you have markets that are that diverse, you have to have different strategies."

To meet this challenge, SkyShowtime delivers its content in 19 languages. Every piece of content is accompanied by subtitles or dubs, and the interface is available in each of these languages. "We try very hard to meet the consumer wherever he [or she] is, and to show up and be authentic," said Sarhan.

Going Beyond Sports

What sets SkyShowtime apart from its competitors is its choice not to invest in sports rights. "The audience isn't missing that content," Sarhan assured, though he didn't rule out introducing sports in the future.

With a focus on customer experience, SkyShowtime has garnered praise for its willingness to make bold moves. At launch, the service offered a 50% discount to new members, making it an attractive option during an uncertain post-COVID era. "As a new service, you're getting scale and profitability," Sarhan said. "If you come out with a not-so-great price point, it'll severely diminish your ability to scale and grow."

By treating their customers as members rather than subscribers, SkyShowtime fosters a sense of community and personalization. "This is a person who has a family, and they want to watch certain content," Sarhan explained. "So we try to keep them personal, every single person."

As SkyShowtime continues to grow, its innovative approach to partnerships, local content, and customer experience sets it apart from competitors in the increasingly crowded European streaming market. Stay tuned for more updates on this dynamic streaming service.

Insights:- SkyShowtime is a joint venture between Paramount Global and Comcast, offering a unique blend of U.S. and local entertainment in 19 languages.- The partnership allows the service to leverage a combined content library and shared operational costs, making it more competitive in diverse European markets.- The service's unique strategy emphasizes partnerships, adaptable pricing, and a focus on local preferences to cater to diverse audiences across Europe.- SkyShowtime embarked on its journey with a 50% discount for new members, demonstrating a focus on customer experience and rapid growth.- By treating customers as members, SkyShowtime creates a sense of community and fosters personalization in its offerings.- The service has opted not to invest in sports rights, instead focusing on other forms of entertainment. However, they have not ruled out introducing sports in the future.

SkyShowtime, a new streaming service launched in February 2023, is leveraging technology to deliver content in 19 languages, catering to diverse markets across Europe.
In an exclusive interview at the NAB Show, SkyShowtime CEO Monty Sarhan highlighted the benefits of the strategic partnership between Paramount Global and Comcast, stating that the service has a presence in 22 diverse markets in Europe.
To further its growth in the European streaming market, SkyShowtime offers a personalized customer experience, treating its subscribers as members, and has even provided a 50% discount to new members at launch.
Unlike some competitors, SkyShowtime has chosen not to invest in sports rights, focusing instead on a variety of content that suits the preferences of diverse markets, thereby setting itself apart in the increasingly competitive European media landscape.