Sky TV shares have plunged more than 12 per cent this afternoon after the company said it expects profit will fall as much as 11 per cent in the 2016 financial year.
Sky said it expects profit to be between $153 million and $158 million in the year ending June 30, 2016, below the $172 million it reported this year, according to presentation slides for the company's annual meeting.
"The delivery of new services including Neon, FanPass and SKY ON-Demand has increased costs ahead of attracting a critical masss of subscribers," chairman Peter Macourt said in speech notes.
"Further the 2016 year will also see an increase in programming costs for the Rugby World Cup, the new SANZAR Rugby agreement, the new Disney and Discovery channels and a general escalation of content costs with the entry of new competitors."
There was also the expectation some subscribers would ditch their SkyTV account once the Rugby World Cup finished, he said.