Last updated on 2025-12-03, by Patrick

Latest NOW TV Review – Key Insights and Analysis

NOW TV is one of the go-to streaming platforms for anyone who wants flexibility without committing to long-term subscriptions. With Now TV, you can watch movies and TV shows, sports, and exclusive content. Here you will get a wide range of entertainment options. It’s best for casual viewers. In this article, we will share Now TV’s limitations, pricing, and features. No matter if you’re considering subscribing for the first time or just curious about its features. We will share everything you need to know.

1. What Is NOW / NOW TV & Where It’s Available

NOW, previously known as NOW TV, is Sky’s contract-free streaming service. You will get access to the same premium content as on traditional Sky packages, without the long-term commitment or satellite setup. Basically, it’s an over-the-top platform. This means everything runs through the internet. All you need to do is just pick the Memberships you want. Also, there are different Membership options available. Options include Entertainment, Cinema, Sports, and Hayu for reality shows. You need to subscribe monthly, and you can cancel anytime.

When it comes to content availability, there is so much to see. Here you will get Sky’s full catalog and daily movie premieres. The best thing is that you will also get to watch series from HBO and Max. With a sports membership, you can watch all Sky Sports channels when you activate the Sports Membership. Also, there is wide compatibility of streaming devices as well. You can watch NOW on almost any device, including Samsung and LG TVs, PlayStation, and Xbox consoles. It’s also compatible with Amazon Fire TV, Roku, Chromecast, and both iOS and Android phones. And for plug-and-play access, it’s compatible with both Smart Stick and Smart Box. 

When it comes to availability, the core NOW service is officially offered in the UK, Ireland, and Italy. In these countries, it operates under the name NOW TV. When it comes to outside Europe, things get a bit confusing because other companies use similar branding. For instance, Hong Kong has its own Now Player. And now PCCW runs TV service. As for the United States, there’s an Xfinity/Peacock bundle called NOW TV. However, these platforms aren’t connected to Sky’s NOW. So remember, you will not get the same catalog there. So, depending on where you live, “NOW TV” can mean completely different things.

2. Pricing Structure of Now TV

One of the things that is really nice about NW TV is its pricing structure. Now TV does not bundle everything into one expensive subscription. It categorizes separate monthly memberships for content type. That means you only pay what you want. You will have the option to choose from Cinema, Entertainment, and sports, etc. Below, let’s have a close look at what it has to offer.

Core NOW TV Memberships

As we can see, entertainment and Cinema subscription it at the same price. On the other hand, Sports is obviously the heavyweight, expensive but loaded Hayu package is best if you’re into reality TV.

With all these subscription options, Now TV additionally offers the add-ons. NOW’s basic streaming quality is 720p. For extra benefits, you always have the option for add-ons. Here are the main Now TV add-on options.

NOW TV Add-ons

Add-ons fixes the three biggest limitations at once: picture quality, ads, and device limits. And with Ultra Boost, you can even get 4K and Dolby Atmos perks.

Here, the most important thing that you should keep in mind is Boost or Ultra Boost. On live channels, you will still see ads. That part never changes. So if you are someone who just hates ads and wants to watch completely ad-free viewing live or on-demand, then you can use a third-party workaround like CleverGet Recorder. CleverGet Recorder can capture the stream uninterrupted.

3. Content & Channels Available

The real strength of NOW TV is that with each membership, you will have a specific piece of Sky’s library. Below are the main types of Content availability on Now TV.

Entertainment Pass

This is the one most people sign up for and most popular. With this, you will get the biggest shows and weekly TV releases.

• Access to Sky Atlantic, Sky Max, and other flagship channels
• Hundreds of rotating box sets
• HBO and Max originals
• Documentaries, reality shows, kids’ content, and catch-up episodes
• New season updates

Cinema Pass

If you’re into movies, this membership is for you. You will get access to:

• All live Sky Cinema channels
• Over 1,000 on-demand movies
• Daily premieres of new and recent film releases
• Mix of blockbusters, family films, indie titles, and classics
• New releases that fall under Sky’s rights

Sports Pass

This one is for sports fans. You will get access to:

• All 12 Sky Sports channels live
• Premier League, EFL, F1, cricket, golf, tennis, boxing, and more
• Monthly and day passes (great for one-off matches or events)
• Access to extended highlights and some on-demand extras
• The most flexible way to watch premium UK sports legally

4. Performance, Video Quality & Streaming Experience

When it comes to performance, video quality, and streaming experience, there are different features and limitations. We will discuss it all here.

4.1 Picture Quality Without/with Boost

As discussed, basic streaming quality is 720p. The better quality depends on the add-ons you’re using and the device you’re watching on. With the Boost add-on on you will get sharper 1080p and proper 5.1 audio. And with Ultra Boost, you will get 4K HDR, Atmos. But don’t make rash decisions about upgrades. Check your device’s compatibility beforehand. Here is a quick look at how the experience tiers compare:

Experience Tier Comparison:

4.2 Simultaneous Streams & Downloads

Like all other platforms, there are simultaneous stream limits for Now also. On the base tier, you can watch on one device at a time in 720p. On the Boost package, you will get it on two devices, and you will get 1080p picture quality with Dolby 5.1. This package removes ads from on-demand content. Moving on, Ultra Boost will give you simultaneous stream limits on 3 devices. Also, you will get 4K HDR, Atmos support, and noticeably smoother motion on some sports channels. Also, your download will stay on your device for up to 30 days. But once you play it for the 1st time, you will have a 48-hour window. You can also see details of all 3 tiers in the image below.

4.3 Limits of NOW TV

Now, let’s talk about the main limits you will experience on Now TV.

Ads and Ad-free

The first and main limit of Now is ads. You will see ads on Live Channels, no matter what plan and add-ons you have. On-demand content becomes ad-free only if you have Boost or Ultra Boost add-ons. Our recommendation is only to pay for Boost when you plan a binge or a movie night. Otherwise, the occasional ad break isn’t a dealbreaker.

Geo-blocking and Travel

As we know, NOW is licensed mainly for the UK and Ireland. Most titles will not play overseas, even if you have downloaded them in advance. Short trips are usually manageable if you pre-download content, but for longer travel or to avoid regional restrictions, tools like CleverGet Recorder can be a really nice option. With this software, you can record or save shows locally. It will bypass all the standard download limits and ad restrictions.

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• CleverGet Recorder

  Free streaming video recorder to record online on-demand video and live streaming video without quality loss and cost.

  DownloadDownload

App Reliability and Updates

Performance can depend on the device you’re using. It will usually get updates frequently, but not always smoothly. Also, the UHD/HDR/Atmos support is still device-dependent.

Wrap Up

With​‍​‌‍​‍‌​‍​‌‍​‍‌ NOW, you can have Sky TV without the need for a long-term commitment. Basically, depending on your needs, you can choose from three packages – Standard, Boost, or Ultra Boost. The main difference between these three offerings is the content that you can access (shows, sports, and movies) and the quality, and the number of streams. If you want the highest picture and sound quality, you can top up with Ultra Boost and watch in 4K HDR with Dolby Atmos on a compatible TV. Just remember that there will still be ads during live TV, your downloads will not be permanent, and you will only be able to watch in the UK and Ireland.