It could be a completely circular beam but the angles involved cause the north/south elongation. Here's what I mean: taking Warsaw (52.25N, 21.00E) as the beam centre, Helsinki (60.20N, 25.00E) is 918km away but only 0.6º off axis, whereas Berlin (52.50N, 13.50E) is much closer, only 510km from Warsaw, but is 0.8º off axis.
Move that satellite to 28E and point it at the UK and that elongation is going to cross the country diagonally and leave minidishes in NE Scotland and SW England not properly illuminated.