Case Study: Sky reduces churn and boosts upsells for millions of subscribers with Dynamic Yield

Sky (NowTV, WOW, Sky X) personalizes subscription management for millions of viewers

Sky (NowTV, WOW, Sky X), Europe’s largest media company and pay-TV broadcaster, manages separate streaming and membership sites for millions of subscribers across three services and five regions. Their challenge was to convert prospects, re‑engage recently lapsed customers, and reduce churn by delivering timely, relevant personalized experiences at scale across languages and markets.

By adopting Dynamic Yield, Sky scaled testing and advanced audience segmentation—running 150+ A/B tests and hundreds of campaigns annually—to deploy time‑sensitive messaging, guided selling, onboarding optimizations, and targeted win‑back offers. Results included a 39% decrease in same‑month cancellations, a 4.8% uplift in product tenure, a 13% increase in upsells to combo packages, and a 140% uplift from recently‑lapsed subscribers.

Sky

Adriana Scala

Product Owner