Overview
- Sky raised the single-match price to €2.49 from the initially announced €1.99 a day after launch, while the Day Pass remains €3.49.
- Matches are available on the Sky Sport Tennis YouTube channel during the ATP Finals from November 9 to 16 without a Sky or WOW subscription.
- Purchases are handled directly through YouTube, and there is no weeklong tournament package on offer.
- Sky frames the initiative as taking premium sports to where fans already watch, pairing coverage with established voices such as Boris Becker and Andrea Petkovic.
- Whether the model continues will depend on how pay-per-view revenue and advertising bookings stack up against potential subscription tradeoffs.