I would get Sky Q if it didn't require having sky internet. I've had sky internet in the past and it's awful. I'd rather just have regular sky HD and virgin internet. If they ever make it compatible with non sky ISPs then I'd get it.
In regards to this post I think Apple TV and Sky Q are completely different products. Sky does have a lot of content that I watch. However I can't play games or download apps through my Sky HD box. I also can't airplay what's on the screen of my iPhone or iPad to my sky box, or listen to music. Also sometimes I prefer to just buy what I want from iTunes and watch it on the Apple TV. With Sky you are somewhat limited to what Sky are showing, with the Apple TV I can pick and choose what content to buy accordingly.