Sky is planning to cut about 1,000 jobs in the UK this year, as the media group moves towards more internet-based services.
It is understood a significant number will be engineers, as fewer people require satellite dishes to be installed at home.
Sky currently employs about 26,000 people in the UK.
The cuts announced on Tuesday represent about 4% of its workforce.
The rise in digital products on offer means many customers can now set up new services without any assistance.
A Sky spokesperson said: "Increasingly, customers are choosing Sky Glass and Sky Stream which don't require specialist installation, and that has led us to change the number of roles we need to deliver our services."
Affected employees will now enter a consultation period where they can have their say on the proposals before any final decisions are made.
Sky has been shifting its strategy since it was bought by the US media giant Comcast for more than £30bn in 2018.
It is still recruiting across the wider business, with plans for 2,000 jobs at its new film and TV studios in Elstree, Hertfordshire.
On Monday, Channel 4 announced plans to cut 200 jobs, about 18% of its workforce, as it focuses on digital services.
Chief executive Alex Mahon said the "reality" of the "rapid downshift" in the economy and advertising prompted the change, as it focused more on its digital offerings.
The British broadcaster wants digital revenues - which accounted for 27% of its total last year - to pass 50% by 2030.