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Anime over Hollywood: how Japan is redefining storytelling
by Luca Fontana
«Streaming is like a second job» – Sky Switzerland boss on series frustration, algorithms and the new order
30.5.2025
Sky CEO Eric Grignon explains why streaming today is more overwhelming than inspiring and what needs to change. We discuss series cancellations, algorithms and how Sky is about to offer more than just television in Switzerland.
With too many apps and series and not enough overview, streaming often feels like a second job these days. Eric Grignon knows this feeling all too well. The CEO of Sky Switzerland has been observing the market for years and sees parallels with the TV revolution of the 80s. At that time, viewers were inundated with a flood of new channels. Today, swap channels with platforms.
So, what does Eric say the answer is? Aggregation instead of isolation.
He wants Sky to be the place to go for sports fans as well as series junkies. In an interview, the CEO talks openly about Sky Originals, HBO content, the challenge of personalisation, and why it sometimes makes sense to cancel popular series. At the end, he even reveals that Sky soon wants to provide content online as well nationally in Switzerland.
And these days, would you say streaming is practically the new satellite TV?
Exactly. We’ve almost come full circle. First came the pioneers like Netflix, then everyone jumped on the streaming bandwagon. Now it’s just chaos. The logical next phase is aggregation. In other words, bundling content and creating some sort of direction.
«I firmly believe that the future belongs to aggregators.»
Is this also the case for series and films?
Not yet, but we’re working on it. I’m sure there’ll be platforms that bundle content from different providers, curated, sorted by topic and perfectly personalised. What I mean is, if someone loves crime series, they’d be able to find all of that in one place, even if they’re actually spread across several streaming services.
«I can’t comment on whether HBO Max will launch in Switzerland. However, we are in talks with Warner Bros. We very much hope to pursue this partnership.»
So without HBO, Sky Show wouldn’t be what it is today?
Not quite. We have lots of other exclusive productions from our partner NBC Universal as well as our own Sky productions. But HBO content is definitely an important part of what we offer. The Last of Us, Succession, House of the Dragon, The White Lotus – these are all series that also help shape our brand identity.
«If HBO ever jumps ship, we’ll have to adapt.»
What if HBO jumps ship at some point?
Then we’d have to adapt. But I’m confident we’ll find a solution together. The market in Switzerland is too small for ten individual apps. For both parties, it’s worth cooperating.
Does that mean that, with the help of HBO, your parent company NBC Universal and co-productions, you’re stronger than Disney+ purely in terms of data volume?
It would appear so. This is due to big-name series as well as the fact we position the content well locally. If you’ve been to Zurich recently, you’ll have seen The Last of Us on posters everywhere. We don’t just air content. We’re building a brand.
So, engagement is more important than reach?
I’d say they’re equally important. A series can have a great start, but if people give up on it part way through, that’s a bad sign. It could mean the marketing was strong but the content wasn’t. We analyse this very closely, right down to the question of whether anyone has seen the last minute of the last episode. This is data that didn’t exist ten years ago.
«We used to have to guess which series might work. Now, we can predict it pretty accurately.»
That sounds brutal.
It is. And sometimes there’s more to it than that. There could be strikes, actors who no longer want to continue, scheduling problems and political circumstances. All of this can lead to a series not continuing despite its success.
«At the end of the day, we’re still storytellers. Creativity remains central to what we do. I see data as a tool that helps us to understand what works and what doesn’t."
But doesn’t that eventually replace artistic intuition? Those happy little accidents when something totally unique and ingenious happens by chance?
I hope not. At the end of the day, we’re still storytellers. Creativity remains central to what we do. I see data as a tool that helps us to understand what works, why and for whom. But when it comes down to it, people still have to decide.
«In future, Sky will deliver content as well as internet and mobile in Switzerland."
Eric, to conclude, you’ve hinted at something that goes far beyond streaming. Do you have a mini spoiler for 2025?
(laughs) Yes, here’s a small premiere at the very end. As well as providing content in Switzerland, in future the company is also set to supply internet and mobile. Just as we already do in countries such as the UK, Ireland and Italy.
In other words, Sky as a telecom provider, not just a streaming platform?
Exactly. In concrete terms, this means: internet access, mobile offers, perhaps even bundles with streaming services. I can’t reveal more than that at the moment. But yes, Sky will be more than just Sky Show and Sky Sport in Switzerland in 2025.
Was I the first to hear about this?
(laughs) Nothing has been officially announced yet – so in a way, yes. Let’s just say: stay tuned.
Perfect. That’s a wrap. Thanks very much for the interview.
Eric Grignon has been CEO of Sky Switzerland since 2017. Born in France, he has helped shape the streaming market in Switzerland from the very beginning – first as head of Homedia, where he transformed the DVD-by-mail service Hollystar into the largest independent streaming platform in the country. Prior to that, he worked for companies such as Orange and Nokia. Today, Eric is at the helm of Sky Switzerland.
Header image: Luca Fontana
Luca Fontana
Senior Editor
Luca.Fontana@digitecgalaxus.chI write about technology as if it were cinema, and about films as if they were real life. Between bits and blockbusters, I’m after stories that move people, not just generate clicks. And yes – sometimes I listen to film scores louder than I probably should.
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