Sky's streaming TV service has hit the market, with a wide range of content including its Sky Movies offering, which will later expand to include Sky Sports.
It's available across a wide range of internet-connected devices, and users will be able to 'pay & play' for movies that cost between 99p and £3.49 for the latest titles.
Simon Creasey, Director, NOW TV, commented: “NOW TV will bring more choice to UK consumers and an easy way to enjoy amazing movies, instantly. Following the explosion in internet-connected devices, we know that more and more people are looking for great content to watch over the web, and that’s where NOW TV comes in. Offering a new and exciting way to enjoy Sky Movies on some of the most popular internet-connected devices, NOW TV gives films fans everywhere a new choice.
“As we move forward, NOW TV will get even bigger and better, with more devices and more platforms in the coming months. Customers can also look forward to the best live action from Sky Sports and great drama, comedy and entertainment from our Sky channels.”
Media streamer manufacturers will be hoping that the arrival of another streaming service will boost consumer awareness.
One such company is ROKU - Clive Hudson, vice president of Europe, said: “We are delighted that NOW TV will be available on ROKU.
"Many channels have been added onto our service since we launched in January, and Now TV is a pointer to the quality of content we are now able to attract. The availability of NOW TV on ROKU is yet to be announced, but Gem Distribution will be announcing more on our behalf nearer the time.”
Want to receive up-to-the-minute tech news straight to your inbox? Then click here to sign up for the completely free PCR Daily Digest and Newsflash email services. You can also follow PCR on Twitter and Facebook.