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What is NOW?
NOW is a streaming service from Sky. Its memberships give access to different Sky programming and live channels rather than one all-inclusive catalogue. You can watch on supported smart TVs, streaming devices, set-top boxes, computers, phones, tablets and game consoles. The service is available directly or through an optional EE TV signup route.
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Membership prices and offers below are for the UK and were checked on 7 October 2026. Offers can change; check NOW’s current memberships before subscribing.
Which NOW membership should you choose?
| Membership | What it includes | Price checked 7 October 2026 | Commitment and key terms |
|---|---|---|---|
| Entertainment | Sky Originals and exclusives, returning HBO series, and live Sky channels. | £7.99/month flexible, or from £4.99/month on a six-month Monthly Saver offer. | The Monthly Saver has a six-month minimum term. If you cancel during it, cancellation takes effect at the end of the term. |
| Entertainment & HBO Max | Entertainment content plus HBO Max Basic with Ads. | £9.99/month flexible, or from £6.99/month on a six-month offer. | The offer has a six-month minimum term; cancellation during that term takes effect at its end. The included HBO Max tier is Basic with Ads, not the standalone ad-free or highest tier. |
| Cinema | Sky Cinema films, including new and exclusive Sky Original movies and film collections. | £9.99/month. | NOW describes this as a cancel-anytime monthly membership. |
| Sports | All 12 Sky Sports channels and Sky Sports+ streams. | £14.99 for 24 hours, or £34.99/month. | The day pass lasts 24 hours. Sports memberships do not include Sky Box Office events. |
NOW says its Entertainment and Entertainment & HBO Max Monthly Saver prices are based on a six-month minimum term. After that, the price can rise to as much as £9.99 per month unless you cancel. A cancellation request during the minimum term does not stop access or billing immediately; it takes effect when the plan ends.
#1 Best Overall
- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Make your TV even smarter – Fire TV gives you instant access to a world of content, tailor-made recommendations, and Alexa, all backed by fast performance.
- All your favorite apps in one place – Experience endless entertainment with access to Prime Video, Netflix, YouTube, Disney+, Apple TV+, HBO Max, Hulu, Peacock, Paramount+, and thousands more. Easily discover what to watch from hundreds of thousands of movies and TV episodes (subscription fees may apply), including free, ad-supported content.
- Getting set up is easy – Plug in and connect to Wi-Fi for smooth streaming.
Entertainment or Entertainment & HBO Max?
Choose Entertainment for Sky shows, live Sky channels and returning HBO series. Choose Entertainment & HBO Max if you also want the HBO Max app and library tier included in the current offer. Sky announced that HBO Max Basic with Ads became part of this membership on 26 March 2026. The HBO series available through Entertainment alone should not be confused with access to the separate HBO Max tier.
Cinema
Cinema is the film-focused option, with Sky Cinema titles, including new and exclusive Sky Original movies and collections. It is a separate membership from Entertainment.
Rank #2
- HD streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Compact without compromises: The sleek design of Roku Streaming Stick won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
Sports
Sports provides the Sky Sports channels and Sky Sports+ streams. The 24-hour option suits a short viewing window; the monthly option is a different commitment. Neither includes Sky Box Office events.
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How ads, picture quality and streams work
NOW says standard memberships include ads. Boost or Ultra Boost can remove ads from on-demand shows, films and sports, but live channels and NOW promotional trailers are exceptions. These add-ons can also improve streaming quality and the number of devices that can watch at once.
Rank #3
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Elevate your entertainment experience with a powerful processor for lightning-fast app starts and fluid navigation.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Enjoy the show in 4K Ultra HD, with support for Dolby Vision, HDR10+, and immersive Dolby Atmos audio.
- Fire TV Ambient Experience lets you display over 2,000 pieces of museum-quality art and photography.
- Picture quality: Selected content on supported devices can stream in 1080p with Boost or Ultra Boost; the usual quality is 720p. Ultra Boost adds selected UHD/HDR content and dedicated UHD sports channels on compatible devices.
- Sports motion: Sky Sports channels stream at 50 frames per second.
- Sound: Dolby Digital 5.1 or Atmos is available for selected content and devices.
- Simultaneous streams: Standard service allows one stream at a time. Boost or Ultra Boost can enable two or three devices at once, depending on the entitlement.
Quality and features depend on the membership, title and device. Check the relevant membership and device details before paying for an add-on; a UHD-capable television alone does not mean every programme will be available in UHD.
Other useful NOW features
NOW lists downloads for selected content, profiles and parental controls, subtitles and audio description, BSL for selected programming, and live pause and rewind on supported devices. Eligible Sports members can use Sky Sports+, which includes selected additional event streams such as EFL matches and F1 Race Control.
Rank #4
- 4K streaming made simple:With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- 4K picture quality: With Roku Streaming Stick Plus, watch your favorites with brilliant 4K picture and vivid HDR color.
- Compact without compromises: Our sleek design won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
Devices, broadband and getting started
NOW supports a range of smart TVs, streaming devices and set-top boxes, tablets and smartphones, computers, and game consoles. Support varies by specific model, so check NOW’s device compatibility information before subscribing or buying hardware. If your television does not have the NOW app, a compatible streaming device or set-top box may be an option; verify the exact model rather than assuming every streaming stick works.
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Best Value
- Stunning 4K and Dolby Vision streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
- Breathtaking picture quality: Stunningly sharp 4K picture brings out rich detail in your entertainment with four times the resolution of HD. Watch as colors pop off your screen and enjoy lifelike clarity with Dolby Vision and HDR10+.
- Seamless streaming for any room: With Roku Streaming Stick 4K, watch your favorite entertainment on any TV in the house, even in rooms farther from your router thanks to the long-range Wi-Fi receiver.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- Compact without compromises: Our sleek design won’t block neighboring HDMI ports, so you can switch from streaming to gaming with ease. Plus, it’s designed to stay hidden behind your TV, keeping wires neatly out of sight
- Check that your TV, streaming device, console or other intended device is supported on NOW’s compatibility page.
- Choose the membership that matches the programming you want, and compare its flexible price with any minimum-term offer.
- Review the cancellation timing and whether you need Boost or Ultra Boost for your desired quality, ad treatment or number of streams.
- Sign up directly with NOW, or use an eligible EE TV package if that route suits you.
- Install or open the NOW app on a supported device and sign in to watch the content included with your membership.
Can you get NOW through EE TV?
Yes. EE TV customers can choose packages that include a NOW membership and may add other NOW membership options as monthly bolt-ons. This is an optional partner signup route; you can also join NOW directly. Check the package terms with EE, since partner bundle details may differ from signing up with NOW.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
