Sky just doesn't have the content to tempt us back into a contract at this time. We ditched them about a year ago and haven't really looked back. Most of our viewing is via Netflix/Prime/Apple and we get a decent deal on NowTV for Entertainment and Sky Sports. While the slight streaming delay and inability to record games when I am out is a minor negative, it far outweighs what we were spending on Sky.
The idea of Sky Q is great. Combination of linear broadcast, recording, multi-screen, catch-up, apps, and universal search. Unfortunately the execution is, in my opinion, pretty poor. Still no UHD for Scottish Football which BT Sport had been doing while they still had the rights, no HDR & HFR for sports, no Dolby Vision, inability to set which apps appear when you select the apps button (Sky apps only), no Apple TV+ & NFL Gamepass apps and no streaming back-up if satellite signal goes down. I would happily pay a premium for a one box solution that can do all that.
Putting prices up as many people could be about to lose jobs (end of furlough) is not going to boost their subscription numbers. More and more people can easily find cheaper (illegal) alternatives for the sports coverage, especially amongst younger people. Should HBO Max launch in UK when Sky deal ends then there will be even less content and if a Prime or Apple came in for EPL rights that would have to lead to a radical change in their proposition overnight. There are always deals to be negotiated with Sky but they can't continue to increase prices whilst losing key content - something has to give.