I get the impression that Sky Sports are getting increasingly squeezed by F1. With the creation of F1TV, it would be much more profitable for F1 to sell directly to the public, rather than going through Sky. I would imagine that F1 are negotiating a massive uplift in the price of the F1 rights, for the future.
You can see some of this, given that the C4 team are the commentators on the F1TV feed, and the highlights on YouTube. Sky Sports have been getting more aggressive, by making available the “Sky Sports highlights”.
For me, the possibility of being able to get a contract where I don’t have to pay for kick the ball, hit the ball, fighting, and darts, I would be more willing to take out a subscription. Now, we just need the premier league to do something similar, and hopefully, it will break the domination of Sky.