NOW TV Undergoes Biggest Transformation in Over a Decade

2 January 2026 Media

Why NOW TV’s Update Matters

Sky’s streaming service NOW TV, previously known as NOW, has completed one of the most significant platform updates in its history. NOW is a subscription over-the-top streaming television service launched in the United Kingdom in 2012, and this recent transformation represents a fundamental shift in how millions of UK subscribers access their favourite entertainment content. The update is particularly important as it brings the platform in line with modern streaming expectations whilst maintaining NOW TV’s contract-free flexibility that has made it popular among viewers who want premium content without long-term commitments.

Major Changes and New Features

The major interface overhaul was announced in January, with NOW beginning the rollout on February 18 with select Smart TVs, before gradually extending to smartphone apps on Android and iOS, then Roku and Apple TV devices, with Fire TV users receiving the update on March 20. NOW migrated to NBCUniversal’s Global Streaming Platform, which currently powers Peacock in the US, as well as SkyShowtime in Europe.

The update introduces several key improvements to enhance the user experience. Customers can now set up individual profiles, personalise their NOW viewing experience and find content more easily with top 10 recommendations and enhanced search. Users can expect a slicker menu system with a smoother search function, new content rails including a Top 10 content list, the introduction of kids profiles with access to ad-free children’s programming, and Sky Sports+ live streams housed as curated collections in one convenient place.

Significance for UK Viewers

This transformation arrives at a crucial time for streaming services in the UK market. As Sky’s contract-free streaming service, NOW TV gives viewers in the UK the freedom to watch premium content without the commitment of a long-term subscription. The platform continues to offer flexible memberships across Entertainment, Cinema, Sports and Hayu content, with members able to enjoy the latest movies, unmissable dramas, wonderful kids shows and the best live sports.

For consumers, this update represents more than cosmetic changes. The new interface brings NOW TV closer to competing with other major streaming platforms in terms of user experience, whilst maintaining its unique position as the primary way for non-satellite customers to access Sky’s premium content library. As streaming competition intensifies in 2026, NOW TV’s modernisation ensures it remains a viable option for UK households seeking quality entertainment without traditional cable commitments.