Sky is satisfied with average revenue per user (ARPU), which was 30 US dollars in 2001. This performance reflected the operator?s focus on value added offerings, especially à la carte channels, pay-per-view, and the start of interactive service. Roughly 9% of Sky?s revenue in 2001 came from pay-per-view. Sales of soccer PPV packages alone amounted to 115,000, up from 85,000 in 2000. Sales of à la carte channels accounted for 6% of revenue, and 63% of the subscriber base purchased premium packages. All but 6% were upper-income consumers (classes A and B according to Brazilian criteria). Another highlight was growth of direct sales, which attracted 40% of new subscribers.