I've also abandoned Sky to a combination of BT (my broadband provider) and Amazon Prime on a Firestick. In my experience so far Amazon has much less pre-movie advertising and also doesn't interrupt movie end-credits with a very intrusive ad while you are still in the movie's 'zone', which really annoyed me. The downside is the top-up charges of a few quid over and above prime membership costs to get most good films and TV shows. But for the amount I watch TV, this is still affordable, and the overall range of content is much larger than sky, even if you have to pay extra sometimes.