Now (formerly Now TV and often stylised as NOW) is a subscription

over-the-top An over-the-top (OTT) media service is a media service offered directly to viewers via the Internet. OTT bypasses cable, broadcast, and satellite television platforms: the types of companies that traditionally act as controllers or distributors ...

internet television Streaming television is the digital distribution of television content, such as TV shows, as streaming media delivered over the Internet. Streaming television stands in contrast to dedicated terrestrial television delivered by over-the-air a ...

service operated by British satellite television provider

Sky The sky is an unobstructed view upward from the surface of the Earth. It includes the atmosphere and outer space. It may also be considered a place between the ground and outer space, thus distinct from outer space. In the field of astronomy, ...

. Launched in the United Kingdom in 2012, the service is now also available in Ireland, Italy, Germany (where it operates as Wow, formerly Sky Ticket), and arguably to some extent in Austria (where elements like online account management support the Sky X service). Now offers both live streaming and

video-on-demand Video on demand (VOD) is a media distribution system that allows users to access videos without a traditional video playback device and the constraints of a typical static broadcasting schedule. In the 20th century, broadcasting in the form of ...

without a contract. The service offers "passes" for various types of content, for a monthly fee on a pay-as-you-go basis. Differing passes offer films, sports and entertainment from Sky such as material from

Sky Atlantic Sky Atlantic is a British pay television channel owned by Sky Group Limited broadcast in the United Kingdom and Ireland. The channel is primarily dedicated to imported programmes from the United States, and holds the domestic rights to HB ...

and

Sky Cinema Sky Cinema is a British subscription film service owned by Sky Group (a division of Comcast). In the United Kingdom, Sky Cinema channels currently broadcast on the Sky satellite and Virgin Media cable platforms, and in addition Sky Cinema o ...

, and from British and American licensed third-parties such as

Fox Foxes are small to medium-sized, omnivorous mammals belonging to several genera of the family Canidae. They have a flattened skull, upright, triangular ears, a pointed, slightly upturned snout, and a long bushy tail (or ''brush''). Twelve sp ...

. The service is available to consumers through retail

Roku Roku ( ) is a brand of hardware digital media players manufactured by American company Roku, Inc. They offer access to streaming media content from online services. The first Roku model, developed in collaboration with Netflix, was introduced ...

-based Now TV digital media players (in both

set-top box A set-top box (STB), also colloquially known as a cable box and historically television decoder, is an information appliance device that generally contains a TV-tuner input and displays output to a television set and an external source of sign ...

and

HDMI High-Definition Multimedia Interface (HDMI) is a proprietary audio/video interface for transmitting uncompressed video data and compressed or uncompressed digital audio data from an HDMI-compliant source device, such as a display controlle ...

dongle form factors) as well as via an app on computers, various mobile devices, some game consoles and set-top boxes. It is separate from and not viewable through the

Sky Go Sky Go is a streaming television service from Sky Group provided free for Sky TV subscribers in the United Kingdom and Republic of Ireland, it complements Sky TV by allowing subscribers to watch live and on demand Sky TV via an internet connec ...

Internet service, or via Sky's digital satellite television service

Sky Q Sky Q is a subscription-based television and entertainment service operated by British satellite television provider Sky, as a part of its operations in Austria and Germany, Ireland, Italy and in the UK. The name also refers to the Sky Q set- ...

History and coverage

Sky Picnic

Sky Picnic was a proposed pay television service which would have sat alongside

Freeview Freeview may refer to: * Freeview (Australia), the marketing name for the digital terrestrial television platform in Australia * Freeview (New Zealand), a digital satellite and digital terrestrial television platform in New Zealand *Freeview (UK), ...

and

Top Up TV Top Up TV was a pay TV service in the United Kingdom which launched in March 2004, operating on the digital terrestrial television platform. The aim of the service was to "top up" Freeview customers by providing additional content and service ...

on the

digital terrestrial television Digital terrestrial television (DTTV or DTT, or DTTB with "broadcasting") is a technology for terrestrial television in which land-based (terrestrial) television stations broadcast television content by radio waves to televisions in consumers' ...

(DTT) platform in the United Kingdom. The proposal detailed replacing Sky's three

free-to-air Free-to-air (FTA) services are television (TV) and radio services broadcast in unencrypted form, allowing any person with the appropriate receiving equipment to receive the signal and view or listen to the content without requiring a subscripti ...

channels ( Sky News,

Sky Sports News Sky Sports News (SSN) is a British paid television sports news channel run by Sky, a division of Comcast. History Since 1992, Sky Sports had broadcast sports news, initially a brief ''Football Update'' and later this was expanded into a ...

and

Sky Three Pick (formerly Sky 3 and Pick TV) is a British free-to-air television channel, owned by Sky UK. History Sky Three launched on 31st October 2005. It was essentially a barker channel for Sky's main entertainment channel Sky One and its other s ...

) with five pay TV channels:

Sky Sports 1 Sky Sports is a group of British subscription sports channels operated by the satellite pay television company Sky Group (a division of Comcast), and is the dominant subscription television sports brand in the United Kingdom and Ireland. It h ...

Sky Movies SD1 Sky Cinema is a British subscription film service owned by Sky Group (a division of Comcast). In the United Kingdom, Sky Cinema channels currently broadcast on the Sky satellite and Virgin Media cable platforms, and in addition Sky Cinema o ...

plus Sky One during the evening with one hour of Sky News content. There would also be two further daytime channels: a factual channel and a children's channel. It was first proposed in 2007 but was subject to a public consultation by Ofcom. Whilst the service was cleared to launch in 2010 it never officially launched, Sky having put it on hold in 2008. The Sky Picnic proposal was ultimately superseded by the internet-based Now TV platform.

Now TV

Now TV was unveiled by Sky UK in March 2012, and designed for people who have no existing

pay TV Pay television, also known as subscription television, premium television or, when referring to an individual service, a premium channel, refers to subscription-based television services, usually provided by multichannel television providers, b ...

subscription. Its official launch was on 17 July 2012, initially providing films, putting it in competition with

Lovefilm LoveFilm was a United Kingdom–based provider of DVD-by-mail and streaming video on demand in the United Kingdom, Sweden, Norway, Denmark and Germany. Acquired by Amazon.com in 2011, the service had reached 2 million subscribers. It claimed ...

and

Netflix Netflix, Inc. is an American subscription video on-demand over-the-top streaming service and production company based in Los Gatos, California. Founded in 1997 by Reed Hastings and Marc Randolph in Scotts Valley, California, it offers a fi ...

The Now TV service was later extended to other territories covered by the Sky Group. In 2014 a similar internet service called "Sky Online" was launched by

Sky Deutschland Sky Deutschland GmbH, branded as Sky, is a German media company that operates a direct broadcast satellite Pay TV platform in Germany, Austria and Switzerland (through Sky Switzerland). It provides a collection of basic and premium digital sub ...

in Germany and Austria, and by

Sky Italia Sky Italia S.r.l. is an Italian satellite television platform owned by the American media conglomerate Comcast. Sky Italia also broadcasts three national free-to-air television channels: TV8, Cielo and Sky TG24. As of 2018, following an ag ...

in Italy in 2015. In 2016, Sky Online in Germany and Austria was revamped as "Sky Ticket" and structured the same as Now TV in the UK, and was rebranded in Italy under the original British name of Now TV. On 26 April 2017, Now TV launched in Ireland. On 11 September 2017, the service launched as simply "Sky" in Spain, the first Sky-branded product in that country. In March 2019, Sky X launched in Austria, making use of a blend of Now TV and

elements, and gradually replaced Sky Ticket, as an offering between Sky Ticket and the full TV service Sky Q. On 1 September 2020, Sky stopped offering the product in Spain. In Summer 2016, Sky UK extended the brand to telecommunication services by launching contract-free budget broadband internet in the UK, initially named Now TV Combo, and from early 2018 branded as Now Broadband. In early 2021, Now TV rebranded as NOW. In summer 2022, the German Sky Ticket operation rebrands to WOW.

Spain

Sky España was a service of

and supplied

pay television Pay television, also known as subscription television, premium television or, when referring to an individual service, a premium channel, refers to subscription-based television services, usually provided by multichannel television providers, b ...

and

video on demand Video on demand (VOD) is a media distribution system that allows users to access videos without a traditional video playback device and the constraints of a typical static broadcasting schedule. In the 20th century, broadcasting in the form of ...

service accessible only through the

Internet The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a '' network of networks'' that consists of private, pub ...

created to compete with

Movistar+ Movistar () is a major telecommunications provider owned by Telefónica, operating in Spain and Hispanic American countries. It is the largest provider of landline, broadband, mobile services, and pay television ( Movistar+) in Spain. Movistar ...

, and Amazon Prime Video in Spain.

Yoigo Xfera Móviles, S.A.U., d/b/a Yoigo, is the fourth-largest mobile network operator in Spain and a subsidiary of the Spanish telecommunications company Grupo MásMóvil. Yoigo has a licence and its own cellular network for GSM/2G, UMTS/3G and LT ...

is an operator of Internet and mobile services which maintains an exclusive agreement that allows customers to the rate into Fibra + la Sinfín with unlimited fibre access to Sky España service for €6 per month. The service ceased to be available on 1 September 2020. Some content had already disappeared prior to it closing on 10 August 2020.

Content and channels

Upon its UK debut in 2012, Now TV offered only films at first, adding sports in March 2013, and entertainment channels in October 2013. Film and entertainment channels are accessed by paying a monthly fee, and sports on an ad-hoc basis ("pay as you go"). Unlike Sky's flagship satellite TV service, Now TV does not require a long-term contract. Now TV offers "passes" with a specific set of content or channels that can be watched on demand or as live TV. The "Entertainment" pass has general entertainment content/channels from Sky itself (e.g. Sky One) and third-parties (e.g. Syfy), whilst the "Kids" pass covers children's networks such as

Nickelodeon Nickelodeon (often shortened to Nick) is an American pay television channel which launched on April 1, 1979, as the first cable channel for children. It is run by Paramount Global through its networks division's Kids and Family Group. It ...

, and a "Sky Cinema" pass offers over a thousand films from

. There is also a dedicated " Hayu" pass, and a "Sports" pass (which offers a daily or monthly option), along with a sports pass solely for mobile devices to stream live

Sky Sports Sky Sports is a group of British subscription sports channels operated by the satellite pay television company Sky Group (a division of Comcast), and is the dominant subscription television sports brand in the United Kingdom and Ireland. It ...

channels. The Now TV boxes and dongles have extra downloadable apps that provide access to free catch-up or streaming services such as BBC iPlayer,

ITV Hub ITVX (formerly ITV Hub) is a British online video-on-demand service operated by ITV plc, ITV. The service offers predominantly features content from ITV1, as well as ITV Digital Channels, ITV Digital channels and some licensed content. The serv ...

, and

UKTV Play UKTV Play is a video on demand service owned by UKTV, launched in August 2014. The service offers catch-up programming from UKTV's free-to-air channels, which are Dave, Drama Drama is the specific mode of fiction represented in perform ...

, as well as access to

Sky Store Sky Store is a service operated by Sky Group in the United Kingdom, Ireland, Germany, Austria and Switzerland that offers movies and TV shows via video streaming or DVD and Blu-ray Disc by mail. It originally launched in 2012 by Sky UK offering ov ...

(added in late 2018),

Peacock Peafowl is a common name for three bird species in the genera '' Pavo'' and '' Afropavo'' within the tribe Pavonini of the family Phasianidae, the pheasants and their allies. Male peafowl are referred to as peacocks, and female peafowl are r ...

(added in November 2021), Sky Sports Box Office,

Disney+ Disney+ is an American subscription video on-demand over-the-top streaming service owned and operated by the Media and Entertainment Distribution division of The Walt Disney Company. The service primarily distributes films and television se ...

(added in April 2020) and

YouTube YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second mo ...

. From Spring 2020, Now TV provided access to

BT Sport BT Sport is a group of pay television sports channels in the United Kingdom and Ireland. Owned by Warner Bros. Discovery Sports Europe and BT Group, they first launched on 1 August 2013. The channels are based at the former International Bro ...

, and at the same time Now TV became available for

BT TV BT TV is a subscription IPTV service offered by BT; a division of United Kingdom telecommunications company BT Group, and was originally launched as BT Vision in December 2006. As of the end of June 2019, BT TV had 1.9 million customers ...

customers. On 28 June 2022, National Geographic departed the service as its programming moved over to Disney+. In its place, Now users had access to UKTV's mystery drama channel Alibi and NBC News Now, whilst customers with the Sky Cinema subscription package could access a range of films from Paramount+.

List of channels on Now

Entertainment

Sky Showcase Sky Showcase is a British pay television channel which launched on 1 September 2021 along with Sky Max. It is owned and operated by Sky Group, a division of American media company Comcast. The channel was announced on 28 July 2021 to replace S ...

Sky Max Sky Max is a British pay television channel which launched on 1 September 2021 along with Sky Showcase. It is owned and operated by Sky Group, a subsidiary of Comcast. The channel was announced on 28 July 2021 to replace Sky One, which had been ...

Sky Witness Sky Witness is a British pay television channel owned and operated by Sky, a division of Comcast. The channel primarily broadcasts drama shows from the United States, aimed at the 18–45 age group. An Italian version of Sky Witness, named S ...

Alibi An alibi (from the Latin, '' alibī'', meaning "somewhere else") is a statement by a person, who is a possible perpetrator of a crime, of where they were at the time a particular offence was committed, which is somewhere other than where the crim ...

Gold Gold is a chemical element with the symbol Au (from la, aurum) and atomic number 79. This makes it one of the higher atomic number elements that occur naturally. It is a bright, slightly orange-yellow, dense, soft, malleable, and ductile me ...

Sky Comedy Sky Comedy is a British pay television channel owned and operated by Sky, a division of Comcast, which launched on 27 January 2020, replacing Universal TV. It is the first dedicated full-time comedy station in Sky's channel portfolio since t ...

Comedy Central Comedy Central is an American basic cable channel owned by Paramount Global through its network division's MTV Entertainment Group unit, based in Manhattan. The channel is geared towards young adults aged 18–34 and carries comedy programmin ...

* MTV *

Sky Documentaries Sky Documentaries is a British pay television channel owned and operated by Sky, a division of Comcast, which launched on 27 May 2020. Sky Documentaries broadcasts imported programming from US networks HBO and Showtime, alongside new origina ...

Sky Crime Sky Crime is a British pay television channel owned and operated by Sky, a division of Comcast. The channel launched on 1 October 2019, replacing Real Lives. Sky Crime broadcasts crime dramas from Oxygen, HBO, Jupiter Entertainment and Woo ...

Sky Nature Sky Nature is a British pay television channel owned and operated by Sky, a division of Comcast, which launched on 27 May 2020. Sky Nature broadcasts original Sky content, content from Canadian channel Love Nature, and Sky's collection of Da ...

Sky History History (known as Sky History in the UK and Ireland) is a European documentary television channel which broadcasts programs related to reality programming, historical events and persons. It is a joint venture between A&E Networks UK and Sky ...

Sky Sci-Fi Sky Sci-Fi (formerly Sci Fi Channel and Syfy) is a British pay television channel service specialising in science fiction, fantasy and horror shows and movies. It is owned by NBCUniversal International Networks, a division of NBCUniversal and ...

* Sky News *

Sky Arts Sky Arts (originally launched as Artsworld) is a British free-to-air television channel offering 24 hours a day of programmes dedicated to highbrow arts, including theatrical performances, movies, documentaries and music (such as opera perfor ...

Films

Paramount+ Paramount+ is an American subscription video on-demand service owned by Paramount Global. The service's content is drawn primarily from the libraries of CBS Media Ventures (including CBS Studios), Paramount Media Networks (formerly Viacom Media ...

(certain films)

Kids

Nick Jr. Nick Jr. (known on-air as the Nick Jr. Channel) is an American pay television channel spun off from Nickelodeon's long-running programming block of the same name. It is run by Paramount Global through its networks division's Kids and Family Gr ...

Nicktoons Nicktoons is a collective name used by Nickelodeon for their original animated series. All Nicktoons are produced partly at the Nickelodeon Animation Studio and list Nickelodeon's parent company (Viacom, now known as Paramount Global) in their ...

* Cartoon Network *

Boomerang A boomerang () is a thrown tool, typically constructed with aerofoil sections and designed to spin about an axis perpendicular to the direction of its flight. A returning boomerang is designed to return to the thrower, while a non-returning ...

Cartoonito Cartoonito is a brand name used by Warner Bros. Discovery for a collection of television networks and Block programming, programming blocks that target preschool-age children. The name combines the "cartoon" with the Spanish language, Spanish suf ...

Other

NBC News NBC News is the news division of the American broadcast television network NBC. The division operates under NBCUniversal Television and Streaming, a division of NBCUniversal, which is, in turn, a subsidiary of Comcast. The news division's var ...

Devices

Now is available on a number of platforms, providing access via both big-screen and small screen mobile devices (correct as of April 2020): *Now TV proprietary devices *Now TV Player app on PC or Tablet running Windows 8.1 or later; Mac computers running OS X Mavericks 10.9 or later * Android devices via app. *

iOS 13 iOS 13 is the thirteenth major release of the iOS mobile operating system developed by Apple Inc. for their iPhone, iPod Touch, and HomePod lines. The successor to iOS 12 on those devices, it was announced at the company's Worldwide Develop ...

or later devices via app. *

Amazon Fire TV Amazon Fire TV (stylized as amazon fireTV) is a line of digital media players and microconsoles developed by Amazon. The devices are small network appliances that deliver digital audio and video content streamed via the Internet to a connected ...

devices *

Xbox One The Xbox One is a home video game console developed by Microsoft. Announced in May 2013, it is the successor to Xbox 360 and the third base console in the Xbox series of video game consoles. It was first released in North America, parts of ...

and

Xbox Series X/S The Xbox Series X/S are home video game consoles developed by Microsoft. They were both released on November 10, 2020, as the fourth generation Xbox, succeeding the Xbox One. Along with Sony's PlayStation 5, also released in November 202 ...

(

Xbox 360 The Xbox 360 is a home video game console developed by Microsoft. As the successor to the original Xbox, it is the second console in the Xbox series. It competed with Sony's PlayStation 3 and Nintendo's Wii as part of the seventh generati ...

no longer supported) * PlayStation 4 and PlayStation 5 (

PlayStation 3 The PlayStation 3 (PS3) is a home video game console developed by Sony Computer Entertainment. The successor to the PlayStation 2, it is part of the PlayStation brand of consoles. It was first released on November 11, 2006, in Japan, November ...

no longer supported) *

LT (Purple), XS, 3 (Black), Streaming Stick * Apple TV 4th generation and later (3rd gen no longer supported) * Chromecast *

YouView YouView is a hybrid television platform in the United Kingdom developed by YouView TV Ltd., a partnership of four broadcasters, the BBC, ITV, Channel 4 and Channel 5; and three telecommunications operators, Arqiva, BT Group and TalkTalk Gro ...

including

TalkTalk TV TalkTalk TV is a UK-based consumer television and video on demand service, operated by the TalkTalk Group that originally launched in 2000. In September 2012, the current TalkTalk TV was launched in partnership with YouView. Its television a ...

(the full Now TV service was added on 21 February 2020) *

Sony , commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professiona ...

Bravia Bravia (stylized as BRAVIA) is a brand of Sony Visual Products Inc., a wholly owned subsidiary of Sony Corporation, and used for its television products. Its backronym is "Best Resolution Audio Visual Integrated Architecture". All Sony high-defi ...

most TVs manufactured since 2016 * LG selected smart TVs, Blu-ray players and sound bars *

Samsung The Samsung Group (or simply Samsung) ( ko, 삼성 ) is a South Korean multinational manufacturing conglomerate headquartered in Samsung Town, Seoul, South Korea. It comprises numerous affiliated businesses, most of them united under the ...

selected smart TVs The service offers streams at up to

720p 720p (1280×720 px; also called HD ready, standard HD or just HD) is a progressive HDTV signal format with 720 horizontal lines/1280 columns and an aspect ratio (AR) of 16:9, normally known as widescreen HDTV (1.78:1). All major HDTV broadcast ...

resolution (or up to

1080p 1080p (1920×1080 progressively displayed pixels; also known as Full HD or FHD, and BT.709) is a set of HDTV high-definition video modes characterized by 1,920 pixels displayed across the screen horizontally and 1,080 pixels down the screen ve ...

resolution, when subscribed to Now TV HD Boost at an extra cost) depending on the playback device. It uses

adaptive bitrate streaming Adaptive bitrate streaming is a technique used in streaming multimedia over computer networks. While in the past most video or audio streaming technologies utilized streaming protocols such as RTP with RTSP. Today's adaptive streaming tech ...

Now TV hardware

In July 2013, Sky launched a white Now TV-branded

streaming box, allowing users to stream Now TV content to their television via an analogue baseband connection or an HDMI input. It retailed for £9.99. It has limited access to the Roku Channel Store and only a pre-approved list of channels can be downloaded. A number of third-party channels can be side-loaded to the device using its Developer Mode. In August 2015, Sky launched the Now TV Box 2 (based around a 2015 Roku 2) in black. It offers the same content as the original Now TV (white) box, but has a faster processor, an

Ethernet Ethernet () is a family of wired computer networking technologies commonly used in local area networks (LAN), metropolitan area networks (MAN) and wide area networks (WAN). It was commercially introduced in 1980 and first standardized in 1 ...

port alongside Wi-Fi, a USB port and an SD card slot (not functional by default), and is capable of outputting at full HD (

) resolution. Unlike the original Now TV Box, the Now TV Box 2 does not have an analogue audio/video output socket. The Now TV Smart Box ("Smart Box with Freeview"), coloured black with a blue logo, was launched exclusively in the UK in July 2016. It includes access to

channels through an aerial, via an internal DTT tuner that allows the user to pause (for up to 30 minutes) and rewind live TV. In January 2018, Sky introduced the Now TV Smart Stick dongle which plugs directly into a TV's

input and includes voice search. It was noted as the cheapest smart TV stick in the UK, costing £14.99 at launch compared to £39.99 for its rival Amazon Fire TV Stick. The second generation Now TV Smart Box ("Smart Box with 4K") was introduced in September 2018 and is coloured black with a pink logo. It is smaller in size (mainly due to the removal of the Freeview TV tuner) and includes the voice search capability from the Smart Stick. This box is capable of streaming at

2160p 4K resolution refers to a horizontal display resolution of approximately 4,000 pixels. Digital television and digital cinematography commonly use several different 4K resolutions. In television and consumer media, 38402160 (4K UHD) is the dominan ...

(4K) resolution. NOW TV recently re-branded to NOW has announced late in 2021 that it is discontinuing all NOW hardware products.

Reception

As of Q4 2018, Now TV had a 10% share in the UK OTT subscription market, placing it third behind Netflix and Amazon Prime Video.

Trademark disputes

Before its launch, Hong Kong based

PCCW PCCW Limited (formerly known as Pacific Century CyberWorks Limited) is a Hong Kong-based information and communications technology (ICT) company. The company is the majority owner of telecommunications company HKT Limited, and also holds a m ...

filed trademark complaints about British Sky Broadcasting (BSkyB)'s Now TV service. In October 2012, a High Court judgment in London ruled that BSkyB did not infringe PCCW's rights regarding the Now TV name.

References

External links

* for the United Kingdom and Ireland * for Germany (WOW) * for Italy {{VOD services Sky Group Internet properties established in 2012 2012 establishments in the United Kingdom Streaming television Video on demand services