Sky plans to make all its channels and content available online, meaning customers will no longer need a satellite dish on their property.
The pay TV company already offers some programming online on its Sky Go and Now TV services and through Sky boxes.
Italy will be its first market to get all Sky channels online, followed by Austria, with the UK expected to follow later this year or in 2019.
In Sky's latest earnings report today, I was hoping they were going to announce details of their streaming/IPTV service, but they have made clear it is on the way.
The main bit of information here from Jeremy Darroch, Sky's boss, is that the company is operating in a challenging environment and feeling the squeeze of Netflix and clearly sees an opportunity to reduce costs by launching all their channels online.
Could this mark the beginning of the end of satellite tv in the UK? If all of Sky's channels become available online as Sky has announced they would, why bother with a dish and all the weather related interference that goes with them?
The other main issue is that Sky's broadband service piggyback's off BT's (Openreach's) and can still only mange top speeds of 76Mb, although that is still plenty for a streaming service. But with 4k and the average household now owning several televisions, will 76Mb be good enough for SKy's new service?