[Spencer]

Since "new" customers usually get a discount, this doesn't seem that surprising. There will be some cases of another adult in the household signing up in their own name after their spouse, sibling, lodger or communal lover have cancelled the satellite subscription.

I doubt that many people would do that, given the discounts and inducements Sky always offer as soon as you ask to cancel your subscription.

I think it’s more to do with Stream not really offering any significant new advantages over Sky Q, meaning there’s little reason for existing customers to switch.