Sky is to create 300 technology jobs in an effort to increase the capabilities of its streaming services as competition grows from the likes of Amazon Prime and Netflix.
The recruitment drive will see Sky's software engineering talent pool grow by 25%. The new roles will be split between its Milan, Leeds and London offices.
The move comes hot on the heels of Amazon setting out plans to double the size of the research and development team working on its Prime Video service in London from 450 to 900, after opening its new UK office in Shoreditch.
Sky also announced plans to improve the technology capabilities of its set-top boxes by rolling out improvements to its Sky Q hardware by introducing voice control and personalisation features in due course.