David Farnor | On 19, Mar 2021

NOW TV has rebranded itself as “NOW”.

The contract-free sister company to Sky has steadily grown in awareness and popularity over recent years, thanks to its ability to make available TV shows and films usually only accessible through a contract with Sky. With Sky’s partners ranging from HBO and Showtime to Warner Bros, that has previously included such titles as Game of Thrones, Billions and Happiest Season.

Now, though, NOW TV is shortening its name further by remaining the “TV” element. The aim is to highlight NOW’s broadband products as much as its streaming content and is accompanied by a change in logo and colour palette – one that highlights the central “O” as, in the company’s words, “a portal to showcase NOW’s entertainment at the heart of the brand”.

NOW is also changing the way it refers to customers, now calling subscribers “members”, in the same vein as Netflix and Amazon Prime. That extends to “Passes”, which have now been renamed “Memberships”.

That means NOW now breaks down as follows:

NOW Entertainment membership (£9.99 a month), which lets members enjoy critically acclaimed dramas, documentaries and comedies, Emmy award-winning shows, the best of HBO and exclusive Sky Originals.

NOW Cinema membership (£11.99 a month), which gives members access to more than 1,000 brilliant movies, from the latest blockbusters and classic favourites and a new premiere every day.

NOW Sports membership (£33.99 a month), which lets members cheer on unmissable Premier League, international cricket, F1, golf and more – all live, across 11 Sky Sports channels.

NOW Broadband, which comprises three Membership Broadband plans – Brilliant Broadband (£18 a month – 11 Mbps), Fab Fibre (£23 a month – 36 Mbps) and Super Fibre (£25 a month – 63 Mbps).

NOW Kids Membership (£3.99 a month), which includes 1,000s of ad-free kids shows from Cartoon Network, Boomerang, Cartoonito, Nickelodeon, Nick Jr and NickToons).

Hayu membership (£4.99), which gives access to the reality TV streaming service within the NOW platform.

Each NOW Membership remains contract free and the film and TV packages can still be enhanced with a “Boost” that starts from £3 a month – enabling streaming across 3 devices at the same time as well as full 1080p HD (as opposed the standard 720p) and Dolby Digital 5.1 Surround Sound support.

Marina Storti, Managing Director at NOW, comments: “NOW has always been the home of quality entertainment and our new brand evolution ensures that, even in a hectic world, no one misses out on the entertainment they love. By moving from NOW TV to NOW, we marry our world-class quality with brilliant simplicity. This immediacy creates a true destination and community for those who love and live for the best entertainment.”

The rebrand comes just as superhero fans across the UK will be searching for “NOW TV” as a way to watch Zack Snyder’s Justice League, which premiered on Sky Cinema and NOW on Thursday. A campaign launching today will aim to raise awareness of the new brand. The website for the service, however, remains nowtv.com.

What’s worth watching on NOW? See our reviews of TV shows and films on the service here – or head to our NOW channel to see what’s new on NOW, coming soon, leaving soon and trending.

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