Microsoft has decided to gradually roll the Sky Player service out to thousands of users at a time.
"Right now we are implementing a revised rollout which will see Sky Player become available to all Xbox 360 customers gradually," wrote Xbox community manager Graeme "Aceybongos" Boyd on the platform forums (via VG247).
"While unfortunately some customers do not have access to the service, tens of thousands more will be added each day, until the service is available to all," explained Boyd.
"We are taking this phased approach to ensure that consumers experience a high-quality experience. The Sky team has contacted the affected Sky Player TV subscribers on Xbox directly with further updates."
The Xbox 360 Sky Player launched last Tuesday and promptly collapsed.