NOW (UK & Ireland): Flexible Access to Sky's Premium Content
NOW (formerly known as NOW TV) is a popular subscription over-the-top (OTT) streaming television service operated by Sky in the UK and Ireland. It offers a unique, contract-free way to access much of Sky's premium content, including Sky Cinema movies, Sky Atlantic shows (home to HBO hits), and all Sky Sports channels, without needing a satellite dish or a long-term commitment.
NOW operates on a "Passes" model, allowing users to subscribe only to the content categories they want, making it a highly flexible option for consumers.
What NOW Offers: The Pass System
NOW's core offering is divided into several distinct "Memberships" (previously called "Passes"), each granting access to a specific type of content:
Entertainment Membership:
Content: This is your gateway to critically acclaimed dramas, exclusive Sky Originals, and popular shows from channels like Sky Max, Sky Atlantic (the exclusive home of HBO shows in the UK/Ireland like House of the Dragon and The Last of Us), Sky Showcase, Sky Witness, Sky Comedy, Sky Documentaries, Sky History, Sky Nature, Sky Crime, Sky Arts, Sky Sci-Fi, Gold, Comedy Central, MTV, and Alibi. It also includes thousands of box sets to binge-watch.
Kids Content: Importantly, the Entertainment Membership now also includes a dedicated Kids section with live channels like Sky Kids, Boomerang, Cartoon Network, Nickelodeon, Cartoonito, Nick Jr., and Nicktoons, along with a vast on-demand library for children.
Cinema Membership:
Content: Provides access to 11 live Sky Cinema channels and over a thousand movies on-demand. This includes new blockbusters shortly after their theatrical release, exclusive Sky Original films, and curated collections across various genres. New premieres are added monthly.
Sports Membership:
Content: Offers live access to all Sky Sports channels, including Sky Sports Main Event, Premier League, Football, Cricket, F1, Golf, Action, Arena, and more. This is the go-to for major football leagues (Premier League, EFL), Formula 1, golf majors, cricket, rugby, NFL, NBA, and much more.
Flexibility: Available as a monthly rolling pass or a 24-hour Day Membership, perfect for catching a specific event without a long-term commitment.
Sports Extra: An additional pass can be purchased for Premier Sports & TNT Sports channels, giving access to even more live action.
Hayu Membership:
Content: A dedicated pass for reality TV fans, offering over 150 box sets of top reality shows from the US, often added the same day as their US premiere.
Key Features of NOW
No Contract: The most defining feature of NOW is its contract-free nature. You pay monthly (or daily for the Sports Day Membership) and can cancel or change your memberships at any time.
Device Compatibility: NOW is widely available across a vast array of devices, including smart TVs (Samsung, LG, Sony), streaming sticks (Roku, Amazon Fire TV, Apple TV, Google Chromecast), games consoles (PlayStation, Xbox), smartphones, tablets, and web browsers.
NOW Boost / Ultra Boost (Add-on): For an additional monthly fee, subscribers can upgrade their experience:
NOW Boost: Enhances streaming quality to Full HD (1080p), adds Dolby Digital 5.1 surround sound, removes most ads from on-demand content (live channels and trailers still have ads), and allows two simultaneous streams.
NOW Ultra Boost: Further upgrades to 4K Ultra HD (on compatible content and devices), Dolby Atmos surround sound, and three simultaneous streams, plus the ad-free benefit.
User Profiles: Users can create up to six individual profiles within one account, complete with personalised recommendations and viewing history. Dedicated Kids profiles with parental controls are also available.
Catch-Up & On-Demand: Alongside live channels, each membership provides a significant library of catch-up and on-demand content related to its channels.
Download for Offline Viewing: With NOW Boost, you can download select content to your mobile device to watch offline, perfect for commuting or travel.
Pricing (as of mid-2025 - indicative, may vary with offers)
Pricing varies slightly between the UK and Ireland, and NOW frequently runs introductory offers or longer-term "Saver" plans that provide discounts for committing to a 6-month or 12-month minimum term.
Entertainment Membership: Typically around £9.99/€11.99 per month (flexible), or lower with saver plans.
Cinema Membership: Typically around £9.99/€11.99 per month (flexible), or lower with saver plans.
Sports Month Membership: Typically around £34.99/€38.99 per month (flexible), or lower with saver plans.
Sports Day Membership: Around £14.99/€14.99 (one-off payment).
Hayu Membership: Typically around £4.99/€5.99 per month.
NOW Boost: Around £6/€5 per month.
NOW Ultra Boost: Around £9/€8 per month.
Who is NOW For?
NOW is an excellent choice for:
Casual Viewers: Those who only want access to specific content (e.g., a particular HBO show or a few big sports events) without paying for a full Sky TV package.
Sports Fans: Especially those who want to watch specific matches or seasons without committing to an annual contract. The Day Pass is a unique benefit.
Renters or those without Satellite Dishes: Provides premium Sky content purely over an internet connection.
Budget-Conscious Viewers: Allows for greater control over monthly spending by subscribing only to desired content.
Households with Mixed Interests: Different family members can subscribe to different passes without a single, expensive bundle.
Comparing NOW to Sky TV and Other Services
NOW serves as Sky's contract-free, internet-only offering. While it provides access to much of Sky's premium content, traditional Sky TV (now often delivered via Sky Stream/Glass with a full EPG and higher channel count) generally offers a more comprehensive channel lineup and the base service often comes in HD as standard. However, Sky TV typically requires longer contracts and can be more expensive for the full suite of channels.
Compared to other streaming services like Netflix, Amazon Prime Video, or Disney+, NOW focuses heavily on live channels and recent cinema releases, making it more akin to a flexible cable replacement than a pure on-demand library.
In essence, NOW provides unparalleled flexibility to dip in and out of Sky's best content, making it a compelling option for those in the UK and Ireland who value choice and no long-term commitment.
