NOW TV: Стриминговый сервис Sky Group и Xfinity

British subscription television service
a pay TV operator in Europe

Now (formerly Now TV and often stylised as NOW) is a subscription over the top streaming television service operated by British satellite television provider Sky Group and American cable provider Xfinity. Launched in the United Kingdom in 2012, the service is also available in Ireland, Italy, Germany (as WOW, formerly as Sky Online and Sky Ticket), Austria (as SkyX), Switzerland and the United States (as part of its parent company Comcast's Xfinity unit). 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 Broadcasting Company. The service is available to consumers through retail Roku based Now TV digital media players (in both set top box and HDMI dongle 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.

Sky Picnic was a proposed pay television service which would have sat alongside Freeview and Top Up TV on the digital terrestrial television (DTT) platform in the United Kingdom. The proposal detailed replacing Sky's three free to air channels (Sky News, Sky Sports News and Sky Mix) with five pay TV channels: Sky Sports, Sky Cinema plus Sky One during the evening with one hour of Sky News content. There would also be two further daytime channels: a factual channel and a children's channel. It was first proposed in 2007 but was subject to a public consultation by Ofcom. Whilst the service was cleared to launch in 2010 it never officially launched, Sky having put it on hold in 2008. The Sky Picnic proposal was ultimately superseded by the internet based Now TV platform.

Now TV was unveiled by Sky UK in March 2012, and designed for people who have no existing pay TV subscription. Its official launch was on 17 July 2012, initially providing films, putting it in competition with LoveFilm and Netflix. The Now TV service was later extended to other territories covered by the Sky Group. In 2014 a similar internet service called "Sky Online" was launched by Sky Deutschland in Germany and Austria, and by Sky Italia in Italy in 2015. In 2016, Sky Online in Germany and Austria was revamped as "Sky Ticket" and structured the same as Now TV in the UK, and was rebranded in Italy under the original British name of Now TV. On 26 April 2017, Now TV launched in Ireland. On 11 September 2017, the service launched as simply "Sky" in Spain, the first Sky branded product in that country. In March 2019, Sky X launched in Austria, making use of a blend of Now TV and Sky Q elements, and replaced Sky Ticket, as an offering between Sky Ticket and the full TV service Sky Q. On 1 September 2020, Sky stopped offering the product in Spain. In the Summer of 2016, Sky UK extended the brand to telecommunication services by launching contract free budget broadband internet in the UK, initially named Now TV Combo, and from early 2018 branded as Now Broadband. In early 2021, Now TV rebranded as NOW. In Summer 2022, Sky Ticket rebranded to WOW.

Sky España was a service of Sky and supplied over the top pay television and video on demand service accessible only through the Internet created to compete with Movistar+, Netflix, and Amazon Prime Video in Spain. Yoigo is an operator of Internet and mobile services which maintains an exclusive agreement that allows customers to the rate into Fibra + la Sinfín with unlimited fibre access to Sky España service for €6 per month. The service ceased to be available on 1 September 2020. Some content had already disappeared before its closing on 10 August 2020. Sky returned to the Spanish market in 2023 with the introduction of SkyShowtime.

On 23 May 2023, Comcast (parent company of Sky Group) announced plans to launch a U. S. version of Now TV as part of its Xfinity cable and broadband unit, which will be priced at US$25 per month and include linear cable networks and free ad supported streaming television (FAST) services from Xumo and other partners.

Upon its UK debut in 2012, Now TV offered only films at first, adding sports in March 2013, and entertainment channels in October 2013. Film and entertainment channels are accessed by paying a monthly fee, and sports are on an ad hoc basis ("pay as you go"). Unlike Sky's flagship satellite TV service, Now TV does not require a long term contract. to stream live Sky Sports channels. The Now TV boxes and dongles have extra downloadable apps that provide access to free catch up or streaming services such as BBC iPlayer, ITVX, and UKTV Play, as well as access to Sky Store, Netflix (added in late 2018), Peacock (added in November 2021), Sky Box Office, Disney+ (added in April 2020) and YouTube. In the Spring of 2020, Now TV provided access to TNT Sports, and at the same time Now TV became available for EE TV customers. On 28 June 2022, National Geographic departed the service as its programming moved over to Disney+. In its place, Now users had access to UKTV's mystery drama channel Alibi and NBC News Now, whilst customers with the Sky Cinema subscription package could access a range of films from Paramount+.

As of Q4 2018, Now TV had a 10% share in the UK OTT subscription market, placing it third behind Netflix and Amazon Prime Video.

Before its launch, Hong Kong based PCCW filed trademark complaints about British Sky Broadcasting (BSkyB)'s Now TV service. In October 2012, a High Court judgment in London ruled that BSkyB did not infringe PCCW's rights regarding the Now TV name.