Dish Networks’ Sling TV, its over-the-top “Millennial Catcher,” already has hit the 100,000 subscriber mark in it’s first month of service, according to a published report.
Quoting unnamed sources, re/code’s Peter Kafka said a lot of those subscribers likely were availing themselves of the free one-week trial Sling TV offers, but it wasn’t clear how many users were now paying for the service.
During last month’s earnings call, Sling TV CEO Roger Lynch said early results for Sling TV adoption were “encouraging,” adding, “we are seeing really what we expected.”
Lynch said the service was – as expected – “skewing younger” and attracting more males, also as expected.
“It is little early to tell sort of long term what this means but we are encourage by it and as I said we are really focused on the segment of the market with traditional Pay TV is not,” Lynch said.
Dish’s proffered strategy with Sling TV has been to go after viewers for whom traditional pay TV isn’t attractive, cord cutters and cord nevers, especially Millennials.
There are some 95 million pay-TV households in the United States, and it’s estimated there are at least 10 million households that subscribe to broadband services but not pay TV.
With March Madness just around the corner (it kicks off March 17),and with the heavy presence Turner Sports – in the form of TBS, TNT and TruTV – has on Sling TV, the next month could be a good gauge of the service’s staying power, especially of those early-signing, mostly male Millennials.
Sling TV has been four years in the making, and Lynch last month said programmers views about OTT has changed considerably over that period.
“There was some interest, but there was some trepidation,” he said. “I’d say today, contrasted to four years ago, there are more programmers who are concerned about not being on the platform.”
In the past two weeks, Sling TV announced it had added AMC Network – a coup, as it offers some of the most Millennial engaging content available today, specifically The Walking Dead. But it’s also added ICF, and movies from the Sundance Channel and EPIX, and says BBC America will be coming soon.
There’s no doubt Sling TV will add more content as the service gains traction. What’s next?