What is NOW TV?
If you’ve ever wanted access to Sky’s premium content without locking yourself into a long satellite contract, NOW TV streaming is the answer. Launched in 2012, it gives viewers in the UK and Ireland flexible, contract-free access to Sky channels, blockbuster movies, and live sports through any internet-connected device.
NOW TV is owned by Sky, which itself sits under the Comcast media empire following the 2018 acquisition. The service was created as a direct response to the rise of Netflix and other streaming platforms, allowing Sky to compete in a cord-cutting world without alienating its traditional satellite customer base.
While it’s primarily available in the United Kingdom and Ireland, NOW TV has previously operated in Italy as well. The core difference from satellite Sky is simplicity: no dish, no installation, no engineer visits. You just download an app, pick a membership, and start watching.
NOW TV Membership Plans and Pricing
NOW TV uses a modular pricing structure, meaning you pay only for the content categories you actually want. The four main NOW TV membership options are Entertainment, Cinema, Sports, and Hayu.
Entertainment Membership
Priced at around £9.99 per month, this plan gives you 13 live Sky channels including Sky Atlantic, Sky Max, Sky Comedy, and Sky Witness, plus thousands of on-demand box sets.
Cinema Membership
For roughly £9.99 per month, the Cinema plan unlocks all eight Sky Cinema channels and over 1,000 movies on demand, with a new premiere added every day.
Sports Membership
Sports is the most flexible category. You can grab a day pass for about £14.99, a monthly membership for £34.99, or commit to a season-long deal at a discount. This makes it ideal for fans who only want to catch big fixtures.
Hayu and Boost
The Hayu add-on (£4.99) brings reality TV from Bravo and other US networks. The Boost upgrade, at £6 per month, unlocks 1080p Full HD streaming, surround sound, and three simultaneous streams. New customers can often access a 7-day free trial on selected plans.
Channels and Content Available on NOW TV
The content library is where NOW TV genuinely shines. Sky Atlantic alone is a major draw, offering exclusive UK access to HBO heavyweights such as House of the Dragon, Succession, The Last of Us, and The White Lotus.
Sports fans get access to NOW TV sports coverage that includes Premier League football, Formula 1, EFL Championship, England cricket internationals, PGA Tour golf, and Test rugby. It’s essentially the same lineup as a full Sky Sports subscription.
For movie lovers, NOW TV cinema delivers fresh releases from Warner Bros., Universal, and Sony, plus a deep back catalogue of classics organised by genre, decade, and mood. Family viewers will appreciate the kids’ section, which includes content from Nick Jr. and on-demand favourites suitable for younger audiences.
The on-demand library rotates frequently, with some titles leaving after a few months. It’s worth checking expiry dates if there’s a series you’ve been meaning to binge.
Supported Devices and Compatibility
NOW TV runs on practically any device you already own. Smart TVs from Samsung, LG, Sony, and Hisense have native apps, as do Roku, Amazon Fire TV, Apple TV, and Chromecast devices.
Mobile users can download the app on iOS and Android phones and tablets. Gamers can stream through PlayStation 4, PlayStation 5, Xbox One, and Xbox Series X|S. If all else fails, the web player works on any modern browser at nowtv.com.
NOW TV Features and Streaming Quality
Out of the box, NOW TV streams in 720p HD with stereo sound on two simultaneous devices. That’s perfectly watchable, but it’s noticeably softer than rival services that include 1080p or 4K by default.
Adding the Boost upgrade bumps quality to 1080p Full HD, enables Dolby 5.1 surround sound, and increases the simultaneous stream count to three. There is currently no 4K HDR option, which remains one of the service’s biggest gaps.
Downloads and Offline Viewing
Mobile users can download selected shows and movies to watch offline, which is handy for commutes or travel.
Parental Controls and Profiles
Up to six profiles can be created per account, each with its own watchlist and recommendations. PIN-based parental controls let you restrict mature content by certificate.
NOW TV vs Competitors
NOW TV vs Netflix
The NOW TV vs Netflix debate really comes down to content preference. Netflix wins on original productions and global reach, while NOW TV offers HBO, Sky originals, and live channels that Netflix simply can’t match.
NOW TV vs Disney Plus
Disney Plus is cheaper and better for families with young children thanks to Marvel, Pixar, and Star Wars. NOW TV is the stronger pick for adult drama and live sport.
NOW TV vs Amazon Prime Video
Amazon Prime Video is excellent value when bundled with Prime delivery, but NOW TV’s live Sky channels and sports coverage give it a clear edge for traditional TV viewers.
NOW TV vs Traditional Sky
A full NOW TV Sky equivalent costs significantly less than a satellite Sky Q package, especially since there’s no contract or installation fee. The trade-off is no live recording, no 4K, and limited multi-room functionality.
Pros and Cons of NOW TV
The biggest advantages are flexibility and access. There’s no minimum term on monthly memberships, you can cancel any time, and you get premium Sky content without the long commitment. The Sports day pass is genuinely useful for casual fans who just want to watch one Premier League weekend or an F1 Grand Prix.
On the downside, the standard streaming quality is capped at 720p unless you pay extra for Boost. Ads appear on the Entertainment plan even though you’re paying a monthly fee, which feels increasingly outdated. Content also rotates, so shows you bookmarked can disappear, and the lack of 4K HDR is hard to justify in 2024.
How to Sign Up and Get Started with NOW TV
Getting started takes about five minutes. Head to nowtv.com, click “Join Now,” and create an account using your email address. You’ll then choose which memberships to add — you can mix and match Entertainment, Cinema, Sports, and Hayu in any combination.
Enter payment details, confirm your plan, and download the app on your preferred device. If you’re new, look for the 7-day free trial offer that often appears during sign-up, and keep an eye on promotional pricing such as discounted six-month bundles.
Cancelling or Pausing
To cancel, log in, head to “My Account,” click “Memberships,” and select “Cancel.” You’ll keep access until your current billing period ends. You can also pause and resume any time, which is one of NOW TV’s strongest selling points.
Practical takeaway: If you want HBO drama, live Premier League, and the latest blockbusters without signing a 18-month contract, NOW TV is the most flexible way to get them. Start with a single membership matched to your favourite content, add Boost if streaming quality matters, and cancel between seasons to keep your annual cost down.
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