If you love Sky’s premium content—the blockbuster movies, the live sports, the HBO dramas like Euphoria and The Last of Us—but hate the idea of being locked into a 24-month contract with a satellite dish bolted to your house, then NOW TV is the service you need to know about. Owned and operated by Sky, NOW (formerly known as NOW TV) has been around since 2012, offering a flexible, streaming-only way to access the best of Sky’s channels without any long-term commitment.
This guide will walk you through everything you need to know: what content you get, how much it really costs, how to start watching on your devices, and whether the service is ultimately right for you.
What Exactly is NOW TV?
In the simplest terms, NOW is Sky’s streaming-only service. Unlike traditional Sky TV, which requires a satellite dish, a set-top box, and a lengthy contract, NOW is entirely app-based. It is designed for the modern, contract-phobic viewer who wants to dip in and out of premium content as they please.
Think of it as the “pay-as-you-go” version of Sky. You don’t need an engineer to visit your home, you don’t need to sign a 12 or 24-month agreement, and you can cancel at any time. You simply download the NOW app onto a device you already own—a smart TV, a Fire Stick, a gaming console, or a phone—sign up, and start watching. It’s a completely legal and far safer alternative to using so-called “dodgy” Fire TV Sticks that promise free Sky streams.
The service is built around a “Pass” system. Instead of one giant subscription that costs a fortune, you pick and choose the specific Passes for the type of content you actually want to watch. You want movies this month? You get the Cinema Pass. Only care about football? Grab the Sports Pass. This flexibility is the core of NOW’s appeal.
What Can You Watch on NOW? A Breakdown of the Passes
NOW’s library is split into four main membership categories. You can buy these individually or bundle them together for a discount.
Entertainment Pass
This is the bread and butter of the service. The Entertainment Pass gives you access to over 40 live channels and a massive library of on-demand boxsets. This includes the crown jewels of Sky’s schedule: Sky Atlantic (home to HBO’s biggest shows), Sky Max, Sky Documentaries, Sky Comedy, Sky Nature, and Sky Kids.
It is important to note that, as of 2026, the Entertainment Pass is the place to watch HBO Max content in the UK. While there is now a standalone HBO Max app, Sky has integrated that premium content directly into NOW’s Entertainment Pass, meaning you get shows like The Sopranos, Game of Thrones, and brand new exclusives without needing a separate subscription.
Cinema Pass
If you are a film fan, the Cinema Pass turns your living room into a multiplex. It includes 11 Sky Cinema channels that rotate through a new premiere every day. You get everything from recent Hollywood blockbusters to classic films and British independent movies, all without any ad-breaks during the films themselves.
Sports Pass
The Sports Pass is the most expensive, but also the most powerful, option. It provides access to all 12 Sky Sports channels, including Sky Sports Main Event, Premier League, Football, Cricket, Golf, F1, and Action. This pass allows you to stream live Premier League football, every dramatic moment of the Formula 1 season, Test match cricket, and major golf tournaments.
You can buy the Sports Pass on a monthly rolling basis, or even on a day membership (£11.99) if you just want to watch a single big match without paying for a full month.
Hayu Pass
Reality TV fans, this one is for you. Hayu is a standalone streaming service that is included as an add-on pass for NOW. It gives you unlimited access to all your favourite “Real Housewives” franchises, Below Deck, Keeping Up with the Kardashians, and hundreds of other reality shows, often available just hours after they air in the US.
How Much Does it Cost? Pricing and Hidden Extras
The pricing for NOW is dynamic, with constant “limited-time” offers available for new and returning customers. However, as of early 2026, here are the standard prices and the typical discounts you can expect.
Standard Monthly Prices (Cancel Anytime)
Entertainment Pass: £9.99 per month
Cinema Pass: £9.99 per month
Sports Pass: £34.99 per month (or £11.99 for a day pass)
Discounted 12-Month Saver Prices
Currently, NOW is heavily pushing customers toward 12-month commitments (which are still shorter than Sky’s 24-month contracts). The current “saver” deals as of April 2026 are:
Entertainment Pass: £2.99 to £3.99 per month (locked for 12 months)
Cinema Pass: £6.99 per month
Sports Pass: £27.99 per month
The “Boost” and “Ultra Boost” Upgrades
This is where you need to pay attention. The base prices above get you the content, but they come with two major limitations: ads and standard definition (720p) .
Standard Streaming: Without any add-ons, you will have to watch adverts before and during shows (except on Cinema and Sports live channels). You are also limited to streaming on 2 devices at the same time, and the video quality caps out at 720p HD (which is not “true” HD).
Boost (£6 per month): This removes most adverts (except live TV), upgrades the stream to 1080p HD, and increases the simultaneous streams to 3 devices.
Ultra Boost (£9 per month): This is for the serious home cinema fans. It gives you 4K Ultra HD resolution, Dolby Atmos surround sound, and allows streaming on 4 devices at once.
Many user reviews note that the service feels expensive once you add these Boosts, especially if you have a family and need the extra streams.
How to Watch NOW TV: A Step-by-Step Setup Guide
Getting started with NOW is intentionally simple because there is no hardware to install. Here is how to get up and running in five minutes.
Step 1: Check Your Device
NOW is compatible with virtually every internet-connected screen. The app is available on:
Smart TVs: Samsung, LG, Sony (Android TV), Panasonic, and Hisense.
Streaming Sticks & Boxes: Amazon Fire TV Stick, Roku, Google Chromecast, and Apple TV.
Games Consoles: PlayStation 4, PlayStation 5, Xbox One, Xbox Series X/S.
Mobile Devices: iPhones and iPads (iOS) and Android phones/tablets.
Computers: You can watch directly in a web browser on a Mac or PC.
BT & EE TV Boxes: The NOW app is pre-installed or available to download on EE TV boxes, and you can even add the subscription to your BT bill.
Step 2: Sign Up
Visit the NOW website on your computer or download the NOW app on your phone. Click “Join now” or “Start your free trial” (currently, free trials are mostly limited to the Hayu pass or the Boost add-on, rather than the main Entertainment pass).
Step 3: Choose Your Pass
Select the Pass you want. If you are unsure, you can often find a deal for the Entertainment pass for as little as £2.99 for the first 12 months. You do not have to choose all of them at once. You can buy just Entertainment this month, cancel it, and add Sports next month.
Step 4: Start Streaming
Once signed up, open the NOW app on your TV or device. Sign in with your email and password. You will see a user interface that looks like a streamlined version of Sky. You can browse live channels (like Sky Atlantic) or dive into the “Box Sets” menu to watch entire series on demand.
Step 5: Casting to a Big Screen
If you don’t have a smart TV, you can cast the NOW app from your phone or laptop to a Chromecast or Apple TV device. The app has built-in casting support.
The User Experience: The Good and The Bad
Like any service, NOW has its strengths and weaknesses. Based on user reviews and expert analysis, here is the reality of using the service.
The Pros
Unbeatable Flexibility: The ability to cancel monthly or buy a single day of Sports is unique in the UK market. You aren’t punished for leaving.
Access to Sky Originals: It remains the only way to legally stream Sky-exclusive shows like The Day of the Jackal or Euphoria without a full Sky contract.
No Installation: You can be watching Game of Thrones within ten minutes of deciding you want to. No waiting for an engineer.
The Cons
The “Boost” Tax: Many users feel that the picture quality on the base plan (720p) is unacceptable in 2026. The fact that you have to pay extra just to get standard HD (1080p) and multi-device viewing frustrates many customers.
App Stability: Some users report that the app can be buggy. Complaints include the app crashing on certain smart TVs, the “Continue Watching” section not syncing properly between your phone and your TV, and occasional buffering during high-demand sports events.
No Free Trial for Main Passes: Unlike Netflix or Disney+, NOW rarely offers free trials for its core Entertainment or Sports passes anymore. You usually have to pay upfront to test the service.
NOW vs. Sky: Which One is Right for You?
Because NOW is owned by Sky, it is natural to wonder which one to buy.
Choose NOW if:
You hate contracts and want to cancel any time.
You only want TV for a specific reason (e.g., you just want to watch House of the Dragon for two months, or you only watch F1 during the summer).
You don’t want a satellite dish or a box under your TV.
You are on a tight budget and can use the £2.99 saver deals.
Choose Sky Stream/Sky Q if:
You want everything in one place (Netflix, Disney+, and Sky together on one bill).
You need to record shows (NOW does not have a recording feature, though you can save boxsets).
You have a large family that needs to watch different things on 5+ devices at once.
You want 4K HDR without paying an extra £9 for “Ultra Boost.”
Final Verdict
NOW TV is arguably the best value “premium” streaming service in the UK, specifically because of its temporary saver deals. For less than the price of a coffee, you can get access to £100s worth of Sky content for a year.
However, the value proposition breaks down slightly if you pay full price or if you need the HD upgrade. At full price (£9.99 for Entertainment + £6 for Boost), you are getting close to the price of a Netflix Premium subscription.
Ultimately, NOW is the perfect “supplement” service. It is not designed to replace your Netflix or iPlayer, but rather to be the service you turn on for three months to binge the latest HBO hit or watch the Champions League playoffs. As long as you are comfortable using the app and can tolerate the base-level picture quality, it is an excellent, flexible alternative to the traditional Sky dish.