They will not go under. Not as long as soccer is such a big deal in the UK. It's like how Americans will let Comcast rape them over for the NFL and NBA.
Well, I had a call from them after the recent UFC box office situation and no word of a lie the guy on the phone was telling me how they've lost so much money due to cancellations, he also said how understimated it is that the UFC content was bringing in a high part of their customers due to how they presented it, they were getting 50 new sign ups on average every so many minutes which dropped to only 11 after the backlash, they also lost thousands (and I mean thousands) in cancellations over this as well as refusals for box office buys, their targets weren't being met and their job was to get as much feedback from customers as they were struggling.
Also in regards to the football, Sky Sports have the bigger and more popular football too so they're not really winning on that.
They also overspent massively on some football deal and this is also another loss for them big time, they've damaged themselves so much these past few months or so (not sure when the football spending was but this has also been an issue for them).
Trust me, they're on very thin ice right now and have made it worse with this whole UFC thing which has lost them even more.
I honestly feel they're going to find it hard to compete in the market before long because they're already losing shit loads and it's only a matter of time until someone better steps in and offers a better satisfaction for customers (something BT are failing in).
I have had numerous contact with them now over this but the main one is the 50 mins call they rang me on, trust me, they're struggling, the dude was very honest about it (as have a couple admitted this).
It's 2019 now, all this shit is getting harder for them with the way things are going and the options people are discovering out there to watch their fave sports etc.. it can't keep going the way it is, the same thing happened in the music and DVD industry when they used to charge £15 plus for an album or DVD or whatever (iTunes pretty much helped them reduce this and is also why HMV almost went into administration due to over pricing and competing with Amazon etc..).
Honestly, they're in struggling times at the moment and although it may be a slow burner before they fall, if they continue the way they are and the losses they are currently facing then it's only a matter of time, trust me on this.
If you don't believe me you'll see in due time as if they don't make some changes soon, it really is just a matter of time until they fall which would be a shame as BT Sport have been fantastic up until the last few months or so.