Sky were the first of the broadband providers to announce their fourth quarter (of 2011) financial results this morning, and in a week where they
announced their fibre plans,
the expansion of Sky Anytime+ to non Sky broadband providers and
the launch of their own rival to Netflix they also reported a strong increase in their broadband subscriber base thanks to the
deep discounting and
massive marketing spend to promote offers such as the £100 M&S vouchers they were offering new joiners towards the end of last year.
In the quarter they posted net additions of 166k customers (down 19% on the same quarter in 2010) to take their overall broadband customer base to 3.651m, 218k of which only take a broadband offering from the provider (up 60k in the quarter).
Key to the customer base growth is the expansion in their own network, opening up homes to be able to take their 'free' broadband offering for the first time. In the quarter they
LLU unbundled a further 175 exchanges to take the coverage of their network to 82% of all UK households - and
the number will increase to 88% by June 2013.
93% of their broadband users are now on Sky's own network rather than the more expensive BT Wholesale offering in areas where their network does not cover.
They also updated on the usage of their
Sky Go multiscreen offering - it was used by 1.5m of their customers in December and 2.5m have used it across all platforms in the 5 months since
it was launched.
Overall Sky reported a 16% growth in half year profits compared with the second half of 2010, the company posting an overall operating profit for the half year of £601m, with profits also continuing to be powered by reductions in operating costs as the company continues their efficiency drive - interestingly (given their marketing history) spending less on marketing in the second half of 2011 (£541m) than they did a year previous (£613m).
Operating costs were also improved as a result of Sky needing less installation and call centre staff as they improved services, giving them the headroom to bring more of those functions in house rather than outsourced and to invest in better training for their front line teams - as emphasised in their investor deck:

The press release of the results can be found
here and the investor presentation
here [both PDFs].