How Much Does NOW TV Cost in the UK?
NOW (formerly NOW TV) offers membership passes starting from £6.99 per month. The Entertainment pass at £9.99/month is the most popular option, providing access to Sky Atlantic, Sky Max, and other Sky channels. According to Barb data, NOW reaches approximately 2.5 million UK households, making it the fourth-largest streaming platform in Britain.
| Membership Pass | Monthly Cost | Includes |
|---|---|---|
| Entertainment | £9.99 | Sky Atlantic, Sky Max, Comedy Central, and more |
| Cinema | £9.99 | Over 1,000 movies on demand, new premieres |
| Sports | £34.99 (monthly) / £14.99 (day pass) | All 11 Sky Sports channels |
| Hayu | £6.99 | Reality TV content (Real Housewives, Below Deck) |
| Entertainment + Cinema Bundle | £17.99 | Both passes combined at a discounted rate |
NOW's pricing positions it as a mid-range option for UK consumers who want Sky content without a Sky satellite contract. The Sports pass is considerably more expensive than other streaming services — at £34.99/month, it is aimed at dedicated sports fans. According to Ampere Analysis, 63% of NOW subscribers in the UK hold more than one membership pass simultaneously.
For a complete overview of UK streaming pricing, visit our guide to UK Streaming subscriptions.
Does NOW TV Auto-Renew?
Yes, all NOW membership passes auto-renew on a monthly rolling basis. Your billing date is set when you first purchase each pass, and NOW charges your payment method on the same date each month. There is no annual contract or minimum commitment — you can cancel any pass at any time.
NOW charges each membership pass separately, which means if you hold multiple passes, you may see several charges on different dates throughout the month. According to a 2025 Money Saving Expert survey, 19% of NOW subscribers were unaware they were paying for more than one pass. Your billing information is available at your NOW account page.
Tracking each NOW pass separately in Prunely helps you stay on top of multiple charges and avoid paying for passes you no longer use.
How to Cancel NOW TV in the UK
Cancelling a NOW membership pass is quick and does not incur any fees. Your access continues until the end of the current billing period. You can cancel individual passes without affecting others on the same account.
Step-by-step cancellation
- Go to NOW Help Centre or sign in at nowtv.com
- Click on My Account in the top-right corner
- Select Manage Passes from the account menu
- Find the pass you want to cancel and click Cancel Pass
- NOW may offer you a discounted retention deal — review or skip this
- Confirm your cancellation
- You will receive a confirmation email
NOW is known for offering retention deals when you attempt to cancel. These can include discounted rates of up to 50% off for 1–3 months. According to a 2025 Broadband Choices study, 34% of UK consumers who attempted to cancel a NOW pass accepted a retention offer instead. If you genuinely want to cancel, simply decline the offer and proceed.
If you are looking for alternatives, check our guides to Netflix UK subscription and Disney+ UK subscription.
Is NOW TV Worth It in 2026?
NOW fills a specific gap in the UK streaming market: access to Sky-exclusive content without a long-term Sky contract. For fans of Sky Atlantic dramas, Sky Sports, or Sky Cinema, it is the only legal streaming route to this content. However, the combined cost of multiple passes can quickly exceed other services.
| Pros | Cons |
|---|---|
| Only way to stream Sky content without a satellite dish | Video quality capped at 720p on base plan |
| No contract — cancel any individual pass any time | Boost add-on (£6/month) needed for 1080p and 5.1 sound |
| Sports day pass available for one-off events | Sports pass at £34.99/month is expensive |
| Retention deals frequently offered at cancellation | Interface feels dated compared to competitors |
| Strong movie library with new premieres on Cinema pass | Content split across separate paid passes |
Compared to Netflix at £4.99–£17.99/month, NOW's Entertainment pass offers fewer titles but exclusive Sky originals. Amazon Prime Video at £5.99–£8.99/month includes live Premier League football, potentially replacing the need for a NOW Sports pass for some viewers. The total cost of Entertainment + Cinema + Sports passes on NOW reaches £54.97/month — more than any other UK streaming service.
Track Your NOW TV Subscription with Prunely
Prunely lets you add each NOW membership pass as a separate subscription, so you can see exactly what you are paying and when each pass renews. Set individual reminders for each pass to stay in control. Track your NOW spending alongside all your other subscriptions without connecting a bank account. Prunely is free for up to 5 subscriptions.
Frequently Asked Questions
How much does NOW TV cost per month in the UK?
NOW membership passes range from £6.99/month for Hayu to £34.99/month for Sports. The most common passes are Entertainment and Cinema, each at £9.99/month. Bundling Entertainment and Cinema together costs £17.99/month. An optional Boost add-on for better video quality costs an extra £6/month.
Is NOW TV the same as Sky?
NOW is owned by Sky (part of Comcast) and provides access to Sky channels via streaming, without requiring a satellite dish or long-term contract. The content overlaps significantly with Sky's satellite offering, though some on-demand titles and features differ. NOW is designed as a flexible, contract-free alternative.
Can I watch Sky Sports on NOW TV?
Yes. The NOW Sports pass gives you access to all 11 Sky Sports channels, including Sky Sports Premier League and Sky Sports F1. The monthly pass costs £34.99, or you can purchase a day pass for £14.99 for a single day of access — useful for one-off matches or events.
What video quality does NOW TV offer?
NOW streams at 720p by default. To access 1080p Full HD and 5.1 Dolby surround sound, you need the Boost add-on at £6/month. NOW does not currently offer 4K Ultra HD streaming on any plan, which puts it behind Netflix, Disney+, and Apple TV+ on picture quality.
Can I share my NOW TV account?
NOW allows streaming on up to 2 devices simultaneously on the standard plan, or 3 devices with the Boost add-on. Account sharing outside a single household is against NOW's terms of service, though enforcement has been less strict than competitors like Netflix and Disney+.