Now TV App: Plans, Pricing & Features Guide for 2026
Updated June 2026 with current pricing, channel listings and UK setup steps. NOW (formerly Now TV) is Sky's contract-free streaming service that gives you access to Sky's premium content without a satellite dish, engineer visit, or long-term commitment. It works through a simple pass system: buy the passes you want, watch on any device, cancel anytime. No contract, no hidden fees, no cancellation penalties.
This guide covers every NOW pass in detail — what is included, current pricing, which devices are supported, and insider tips for getting the best deals. For a head-to-head with full Sky subscriptions, see our Sky TV vs Now TV comparison. For a broader look at all streaming options, visit our TV and broadband deals guide.
NOW Passes Explained
NOW operates on a pass system. Each pass gives you access to a specific category of content, and you can combine passes for a broader experience. Here is what each pass includes and its current pricing:
Entertainment Pass — £9.99/month
The Entertainment pass is NOW's core offering, giving you live access to Sky Atlantic, Sky One, Sky Comedy, Sky Documentaries, Sky Nature, Comedy Central, MTV, and a selection of other entertainment channels. It also includes NOW's on-demand box set library with hundreds of series — including Sky Originals, HBO shows (via Sky Atlantic), and popular US imports. This is the pass most subscribers start with.
Cinema Pass — £9.99/month
Access to all Sky Cinema channels (over 1,000 films on demand) plus new movie premieres every day. The library includes recent theatrical releases (typically 6 to 12 months after cinema release), classics, and curated collections by genre. Sky Cinema Premiere, Sky Cinema Hits, Sky Cinema Greats, and the on-demand library are all included.
Sports Pass — £34.99/month or £14.99/day
All 11 Sky Sports channels including Sky Sports Premier League, Sky Sports Football, Sky Sports F1, Sky Sports Cricket, Sky Sports Golf, and Sky Sports Main Event. Live Premier League football, Formula 1, cricket, golf, boxing, NFL, and more. The day pass at £14.99 is ideal for single events — a Saturday of football, a boxing night, or a specific Formula 1 race.
You can combine passes — Entertainment + Cinema together is £19.98 per month, which is significantly cheaper than an equivalent Sky TV subscription. Adding Sports brings the total to about £55 per month. For a comparison of this combined cost against full Sky, see our Sky TV vs Now TV guide.
Device Compatibility
NOW is available on virtually every device in the UK. Smart TVs from Samsung, LG, Sony, and Hisense all have the NOW app in their app stores. Amazon Firestick and Fire TV Cube support NOW natively. Apple TV, Roku, PlayStation, Xbox, mobile phones (Android and iOS), tablets, and web browsers all have full NOW support.
NOW also sells its own streaming stick (the NOW Smart Stick) for about £15, which is a budget alternative to an Amazon Firestick. However, the Firestick offers better performance and more app selection for a similar price, so we generally recommend the Firestick unless you specifically want a NOW-branded device.
Tips for Getting the Best NOW Deals
Cancel and re-subscribe for retention offers
When you cancel a NOW pass, you will often receive a retention offer (typically 50% off for 1-3 months) within 24-48 hours. Many regular NOW subscribers rotate between cancelling and re-subscribing to maintain discounted pricing.
Use the Sports day pass strategically
At £14.99 for 24 hours, the day pass is much better value than the £34.99 monthly pass if you only want specific events. Buy a day pass on Premier League matchdays or for individual boxing cards rather than subscribing all month.
Look for bundle offers
NOW occasionally offers discounted combo passes (Entertainment + Cinema for a reduced price). These promotions run periodically — check the NOW website or our deals guide before subscribing.
Add the Boost add-on wisely
The Boost add-on (£6/month) upgrades streaming to 1080p Full HD, adds Dolby 5.1 sound, and allows 3 simultaneous streams (vs 1 without Boost). Worth it for households with multiple viewers; less so for solo watching.
Compare with free alternatives first
Before paying for NOW, check if the content you want is available free. BBC iPlayer, ITVX, and Channel 4 cover a huge amount of UK drama and entertainment at no cost. Our free streaming guide has the full list.
For viewers comparing NOW against other paid services, our Now TV vs Netflix vs Disney+ comparison helps you decide which single service offers the best value. And our cheapest bundles article covers whether combining NOW with broadband saves money versus separate subscriptions.
Questions About NOW Passes?
Tell us what you want to watch and we will recommend the right pass combination.