Sky Share Price Falls To Four-Year Low Over Fears Of Falling Audiences For EPL

Sky's share price "slid to a four-year low as concerns grew that a waning appetite for live sport" will hit subscription sales, according to Bryce Elder of the FINANCIAL TIMES. Data from Broadcasters' Audience Research Board showed audiences for EPL football "have continued to shrink, with viewing figures for Sky’s first flagship Sunday show of November down year on year" by more than a third. Sky CEO Jeremy Darroch last week said that live sport is becoming "slightly less important" to the business as "viewing habits change and growth shifts towards internet-only streaming services." Northern Trust analyst Neil Campling said, "Sky’s suggestion of focusing more on entertainment would, in our view, reduce the differentiation of the offering relative to other TV services. The main reason to keep Sky’s set-top box had been the sports offering." Sky closed 2.2% lower at 750.5p. Dollar adjusted, the shares are 16% below the value of News Corp.’s takeover offer in '10 (FT, 11/22).