You need to put those figures in context.
The more matches that are shown on TV in the PL the less viewers they get per a game. So each match is worth less to begin with as they get less advertising revenue. Sky aren't interested in showing more games in reality. They just want to keep the biggest games and the most important slots.
Once you get away from Sky / TNT - who can you sell the packages to? Amazon lost interest as they have the Champions League which is more regular enough to keep their foot in the door across the whole season than 2 rounds of fixtures they show now. Once they got those rights it's understandable they lost interest in what they had before. Same way they gave up the tennis rights too. They are unlikely to bid for the highest packages as it doesn't make financial sense to outbid Sky. Other companies have tried to enter the market and failed. Netflix or Apple are probably only interested if it's on a world wide contract. They wouldn't get enough benefit from just the UK market to make it worthwhile getting involved and paying the money needed to outbid Sky.
So really any increase is a good increase in the UK. Even if you are giving away more games. As no-ones watching the games not featuring the big sides. The only additional games that have any value are the extra 2pm games on a Sunday that might feature the big sides. And those games will be going against the other games already being shown at 2pm so you're diluting your viewership anyway.
Then you add in all the extra EFL games that Sky will be showing and timeslots and suddenly those extra games are really worth nothing to Sky. Also if you look across Europe and see the prices and struggles that the likes of the Spanish (who show most games in a unique timeslot just to try and get every bit of cash out the TV deal), French and Italian are having flogging their rights you see the PL comes out of this pretty healthy compared to the other leagues across Europe. The only real growth in revenue for the PL left is in the worldwide rights which has been going up a lot mainly driven by the interest in the US market. Hooking a big player like Apple or Amazon into those rights are where the real aim is. And those companies will want a long contract like the MLS did with Apple. They won't be interested in renewing every couple of years. And the key for streaming rights is that they want the rights worldwide. They do not care about small market rights.
