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Sky - Transforming New Digital Behaviours Into Profitable Business Opportunities

The TV and entertainment habits of the 18-35 year olds continue to disrupt the traditional ‘TV viewing’ marketplace. The Youth Lab partnered with Sky to reposition one of its primary brands, Sky Go, to a 16-24-year-old audience.

The Youth Lab provided insights and perspectives on the transformative forces impacting the future of TV and entertainment for 18-35 year olds, and strategically directed both the repositioning of the Sky Go brand and the associated creative, helping the business credibly capitalise on the new - but challenging - opportunities for growth.