Introduction

In the crowded UK streaming landscape, NOW positions itself as Sky's answer to cord-cutting, promising contract-free access to premium entertainment, blockbuster movies, and comprehensive sports coverage. But beneath the marketing of flexible monthly subscriptions lies a more complex reality—one where advertised prices tell only part of the story. With base plans starting at £9.99 but essential features locked behind costly add-ons, NOW represents both the best and most frustrating aspects of Sky's content empire. Whether you're drawn to HBO exclusives on Sky Atlantic, the latest cinema releases, or comprehensive sports coverage, NOW delivers premium content at a premium price—but is it worth the investment in 2025?

Pricing Analysis: The Hidden Cost Reality

NOW's pricing structure appears deceptively simple on the surface but reveals significant complexity once you dig deeper. The service offers three main subscription tiers: NOW Entertainment and NOW Cinema at £9.99 each, and NOW Sports at a substantial £34.99 monthly. However, these base prices come with a crucial caveat—they only provide 720p streaming with stereo sound, making them suitable primarily for small screens or users with modest quality expectations.

The real costs emerge when you factor in the essential add-ons. The NOW Boost add-on (£6/month) upgrades you to Full HD with 5.1 surround sound, removes ads from on-demand content, and allows two simultaneous streams—features most users consider standard in 2025. For those wanting 4K and Dolby Atmos, the Ultra Boost add-on costs £9/month and permits three concurrent streams. This means a fully-featured NOW Entertainment subscription actually costs £18.99 (with Ultra Boost), making it comparable to Netflix's top tier but with a much smaller content library.

Sports fans face the steepest costs. NOW Sports at £34.99 already represents premium pricing, but adding NOW Sports Extra (another £34.99) for Premier Sports and TNT Sports channels brings the monthly total to nearly £70 before any video quality upgrades. When compared to alternatives like Amazon Prime Video's sports add-ons or dedicated services like F1 TV Pro for specific sports, NOW's sports pricing becomes difficult to justify unless you need comprehensive Sky Sports coverage.

The modular approach does offer flexibility—you can mix Entertainment and Cinema for £19.98, or add Sports seasonally. However, the pricing strategy feels deliberately designed to make the base plans appear affordable while pushing users toward much more expensive fully-featured packages.

Content Quality: Premium Content, Selective Strengths

NOW's content strategy revolves around providing contract-free access to Sky's premium programming, and in this regard, it largely succeeds. NOW Entertainment serves as the gateway to HBO's acclaimed library, featuring exclusive series like Succession, Game of Thrones, and Mare of Easttown alongside Sky Atlantic originals. The drama selection scores exceptionally well, with consistent access to high-production-value series that often define television's current golden age.

NOW Cinema provides access to over 1000 movies on demand plus live Sky Cinema channels, offering a solid rotation of recent releases and catalog titles across all major genres. While the movie selection is comprehensive, it lacks the depth of Netflix's film library or the prestige of Apple TV+'s original productions. The service excels in mainstream blockbusters and established franchises but offers limited arthouse or international cinema.

Sports content represents NOW's most comprehensive offering, with all 11 Sky Sports channels providing industry-leading coverage of football, cricket, tennis, golf, and motorsport. The technical quality and breadth of sports programming is exceptional, particularly for Formula 1, Premier League football, and major tennis tournaments. However, the premium pricing reflects this quality, and users interested in only specific sports might find better value elsewhere.

The service shows notable weaknesses in family content, international programming, and documentary offerings. While basic parental controls exist, the content library isn't particularly child-friendly, and non-English content remains limited despite some French and Spanish offerings. Educational content and comprehensive documentary programming lag behind dedicated platforms.

Technical Features: Solid Foundation, Missing Modern Touches

NOW's technical infrastructure provides reliable streaming across multiple devices, with strong scores for web browser access (9/10), casting support (9/10), and mobile apps (8/10). The platform works seamlessly across smartphones, tablets, smart TVs, and streaming devices, ensuring broad compatibility for UK households.

However, the technical experience reveals Sky's approach of monetizing features that competitors include as standard. The base 720p streaming feels dated in 2025, when even budget services often provide Full HD as standard. The requirement to pay extra for multiple simultaneous streams (limited to one on base plans) creates friction for multi-person households.

Live channel integration represents a genuine strength, with excellent implementation across Entertainment and Sports tiers. The ability to access Sky's linear channels alongside on-demand content provides a hybrid viewing experience that many streaming services lack. However, the user interface and personalization features lag behind modern streaming platforms, with basic profile management and limited content discovery algorithms.

Offline downloads are available but limited, and the overall user experience feels more functional than innovative. While the service works well, it lacks the polish and advanced features that define premium streaming experiences in 2025.

Final Verdict: Premium Content at Premium Prices

NOW succeeds in its primary mission of providing contract-free access to Sky's premium content ecosystem, but it comes at a significant cost that may surprise users expecting competitive streaming prices. For HBO fans seeking access to prestige drama series, NOW Entertainment represents the only legal way to watch these exclusives in the UK, making the service essential despite its limitations.

Sports enthusiasts will find NOW Sports offers unmatched coverage of major UK sports, particularly football, cricket, and motorsport. However, the pricing structure makes it one of the most expensive ways to access sports content, and users interested in specific sports should consider alternatives like dedicated apps or other streaming services.

The service works best for users who understand and accept its premium positioning—those willing to pay significantly more for access to specific Sky content that isn't available elsewhere. However, casual streamers seeking broad entertainment value will likely find better options among Netflix, Disney+, or Amazon Prime Video.

NOW's modular approach offers genuine flexibility for seasonal sports viewing or short-term access to specific content, but the hidden costs through essential add-ons make long-term subscriptions expensive propositions. In 2025, Sky's old 'Believe in Better' promise feels increasingly hollow as competitors offer more advanced features, better value, and more innovative user experiences at comparable or lower prices.