SkyShowtime’s CEO Monty Sarhan has been leading the company’s expansion in Europe with a clear mission: to bring both Hollywood blockbusters and local content to a diverse range of markets. Speaking at past edition of NEM Dubrovnik, the executive provided insights into the recent developments of media company, which operates in more than 20 European countries. One of the company’s major milestones has been the launch of an ad-supported tier across all its markets, focusing on Central and Eastern Europe region.
Sarhan highlighted SkyShowtime‘s unique position in the streaming landscape, emphasizing that it’s a joint venture between Paramount and Comcast, which owns NBCUniversal and Sky. ‘We saw a huge opportunity to expand in parts of Europe and to do so together’, explained.
The platform leverages the strength of its parent companies, offering new theatrical releases from studio arms Paramount and Universal. ‘We have nearly 50% of Hollywood box office—more than any other streaming service’, he added. This extensive catalog is supplemented by popular TV series such as Yellowstone and Halo, along with original productions.
While comany benefits from its access to Hollywood content, the CEO emphasized that the platform was created specifically for Europe. ‘We are a European streaming service—we are committed to these markets’, he noted, contrasting the company’s approach with global streaming services that operate in Europe but aren’t necessarily focused on the region. He also pointed out the platform’s localization efforts, such as making the interface available in 19 languages and localizing content, though he admitted that ‘it’s really costly’.
Exec also addressed the rapid growth of the platform’s original content production. ‘Last year was our first year live across all markets, and we premiered 10 original series. I don’t know of another streaming service that’s done that’, expressed. SkyShowtime’s originals span various countries, with Polish, Czech, Swedish, and Spanish productions among its offerings. This year, the platform plans to release another 8 to 10 original shows, continuing its investment in regional content.
One of the more significant developments for SkyShowtime has been the launch of its ad-supported plan, available across all 22 territories—a move Sarhan described as giving consumers ‘more choice and flexibility’. He acknowledged that while streaming fatigue and wallet share are growing concerns for consumers, company aims to remain competitive with affordable pricing. ‘We launched with a headline price that was better than Netflix, better than HBO, better than Disney+’, stated. For this, they are focusing on offering value for money has set it apart, and he believes SkyShowtime is the ‘only’ streaming service to have launched an ad tier across its entire footprint.
Discussing the local content strategy in Poland, highlighted the variety within the country itself. ‘Our first Polish series, Warszawianka, takes place in Warsaw. The city is almost a character in the show’, he said. SkyShowtime’s second Polish series, Sleboda, takes a different approach, set in the countryside. ‘How you market those shows, how you bring them to market is really important’, Sarhan explained, noting that appealing to a broad audience remains key.
For smaller Central and Eastern European markets, acknowledged the need for partnerships to make the economics work. While SkyShowtime cannot match the local output of public broadcasters, it focuses on delivering high-quality Hollywood content and telling stories that aren’t being told elsewhere. ‘You have to meet the consumer where he or she is’, concluded.
