This thesis investigates the context and lifecycle of Sky Glass, reconstructing its development within Sky's broader attempt to reposition itself strategically in response to a shifting media ecosystem. The analysis is articulated in four chapters. It starts with a market analysis that highlights the motivations behind the launch of Sky Glass, illustrating how the decline of the pay-TV model in Italy, coupled with regulatory rigidity and the rise and consolidation of SVOD platforms, progressively challenged Sky's market position and caused a strategic innovation effort. The second chapter retraces Sky’s international expansion and structural evolution, emphasizing how changes in ownership, governance, and geographic presence under Comcast enabled the internal conditions for developing and launching Sky Glass.