David Farnor | On 25, Apr 2014

NOW will raise its prices at the end of May, VODzilla.co can reveal, which will affect anyone using the service to watch Game of Thrones Season 4, Mad Men or 24: Live Another Day.

NOW allows viewers to stream TV and film live and on-demand without a contract.

The Netflix and Amazon Prime Instant Video rival is divided into two packages: a movies subscription service and an entertainment service, which is the only way for non-Sky customers to watch Game of Thrones online legally in the UK.

Both will have their monthly fee increased on Thursday 29th May.

NOW’s NOW Cinema Membershipallows users to stream all of the Sky Movies channels live and catch-up with the entire catalogue on-demand. The line-up includes a large number of movies before either of its competitors thanks to Sky’s exclusive broadcast rights agreed with many major studios. Four movies are added every week – you can see a list of the new releases here.

At the moment, the NOW Cinema Membership costs £8.99 a month with a 30-day free trial, but this will increase to £9.99 per month from Thursday 29th May. The 30-day free trial will still apply.

The Entertainment Membership offers live and on-demand access to Sky’s TV channels, including Sky Atlantic, Sky 1 and Fox. With an Entertainment Membership, viewers can currently watch Mad Men Season 7 online in the UK and Game of Thrones Season 4 without a Sky contract for £4.99 a month. At the end of next month, though, that price will climb to £6.99 a month – an extra two pounds for anyone wanting to see the final few episodes of the latest season of George RR Martin’s fantasy epic.

The decision to increase prices has been on the cards for some time, with NOW retaining the “introductory price” tag on its website copy – one that we expected to occur just before the premiere of Game of Thrones Season 4.

It follows Netflix’s announcement of plans to hike its fees earlier this week.

For more information on NOW’s Entertainment Membership, head this way.

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