David Farnor | On 06, Nov 2014

NOW is now available to Vodafone’s 4G customers.

The subscription VOD service, which gives contract-free access to all of Sky’s TV shows and movies, has been steadily expanding its range of compatible devices, recently arriving on YouView and Chromecast. Now, customers signing up to Vodafone’s 4G service will get exclusive access to the streaming platform too, marking the first time that NOW has been made available through a UK mobile network operator.

Customers signing up before Christmas Eve will receive a free NOW Cinema Membership on NOW for three months. The pass, which normally costs £9.99 a month, gives on-demand access to Sky’s catalogue of over 800 movies, including American Hustle and The Wolf of Wall Street.

Vodafone customers signing up to the Red 4G plans can also enjoy a NOW Entertainment Membership. This monthly pass costs £6.99 and includes live and on-demand streaming of Arrow Season 3, The Flash, The Walking Dead Season 5 and – until the end of 2014 – all of The Wire.

Both the NOW Entertainment Membership and NOW Cinema Membership on NOW will be available from today to Vodafone customers signing up to a Red 4G plan. Pay Monthly customers will get the NOW Entertainment Membership at no extra cost for the full length of their contract as part of 4G Red L, XL or XXL plans. The NOW Entertainment Membership will also be available for customers who choose £30 or £40 Red Freedom Top Ups.

The deal marks a big step in Vodafone’s expansion plans for 4G service, the rollout of which is part of more than £1 billion Vodafone is spending on its network and services this year. It has now connected 338 cities and towns and thousands of smaller communities across the UK. Vodafone plans to provide indoor and outdoor coverage using 3G or 4G services to 98 per cent of the UK population in the next few years.

The NOW offer for Vodafone Red 4G customers is combined with unlimited data for the first three months for Pay monthly customers or the first 30 days for Freedom Top Up customers when they purchase their first Freedom top-up.

Cindy Rose, Consumer Director, Vodafone UK comments: “This is a fantastic addition to our content partnerships, especially with Christmas coming up fast. With NOW Entertainment and NOW Cinema Membership on NOW our Red 4G customers will be able to see what’s happening on Sky Atlantic’s The Wire before watching The Secret Life of Walter Mitty. This extension of our partnership with Sky is a great way to kick off Christmas, giving our customers yet more great content they can watch on their devices, whenever they want to and wherever they are. This focus on brilliant content is why over 250,000 new 4G customers joined us in September alone and we look forward to welcoming many more to our network over the next few months.”

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