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While its parent company battles for ownership of Sky, NBC Universal's direct-to-consumer reality TV streaming service, hayu, is to launch on Sky's Now TV across the group's European footprint.

Overall, it was a week of contrasting fortunes for streaming TV though: as UK regulator Ofcom said SVoD had passed traditional pay TV as the largest UK subscription television segment, Netflix missed its Q2 subscriber forecasts, adding around 1m fewer subscribers than it had anticipated. The share price impact was immediate. Content and localisation remain at the fore, however, as Netflix said it had signed a deal with Spanish broadcaster Atresmedia for preferential access to its content.

Italian TV group Mediaset has partnered with sports OTT service, DAZN, to offer its content, including Serie A soccer, within its service. Vodafone Spain, however, is opting not to purchase any sports rights from Telefónica, a strategic decision it says is based on value return.

In Southeast Asia, streamer iflix has passed 15m subscribers, citing new soccer rights as one of the reasons. AMC's ad-free service, AMC Premiere, has been added to YouTube TV in the US. Priced at $4.99 a month, it was previously available only through Comcast's X1 boxes. 

Facing the SVoD onslaught, traditional operators continue to hunt scale as a defensive measure. This week, Sweden's Telia agreed a $2.6bn deal to buy the Norwegian assets of Denmark's TDC, including the Get cable TV operations. And proving that a focus on next-gen TV is not always a winner, Vivendi has shuttered its high-budget mobile-first short-form drama production arm, Studio+ after losing around €48 million on the venture.

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