Now (streaming service)

Now (formerly Now TV and often stylised as NOW) is a subscription over-the-topstreaming television service launched in the United Kingdom in 2012. It is operated by Sky Group in Europe, and Xfinity in the US; both owned by the American media conglomerate Comcast. In German-speaking Europe, it is owned by the Europe media conglomerate RTL Group.

Now offers both live streaming and video-on-demand 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 and Sky Cinema, and from British and American licensed third-parties such as Fox. The service is available to consumers through retail Roku-based Now TV digital media players (in both set-top box and HDMIdongle 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 Internet service, or via Sky's digital satellite television service Sky Q.