Now TV Undergoes Biggest Transformation in a Decade With Platform Upgrade

Introduction: A New Era for Now TV Streaming

The UK streaming landscape is witnessing a significant shift as Now TV, a streaming service that delivers Sky TV content live and on-demand over the internet, undergoes its most comprehensive transformation since launch. The shake-up began on February 18, 2025, bringing subscribers a refreshed platform with enhanced features and improved functionality. This update represents Sky’s commitment to keeping pace with the evolving demands of modern streaming audiences whilst maintaining its contract-free, flexible approach to premium entertainment.

Major Platform Overhaul and New Features

Sky has announced that its spin-off streaming service Now (formerly Now TV) will receive a major UI overhaul, fundamentally transforming how subscribers interact with content. The software update will bring a fresh look to NOW’s user interface to help viewers find their favourite content faster across supported platforms, including Smart TVs, tablets and smartphones.

Key enhancements include Top 10 carousels highlighting the most popular shows and films with other subscribers, allowing users to scroll through new rails to find trending TV shows and movies ranked by number of streams, plus new releases from the last 90 days. Additionally, Sky TV has promised to bolster the search functionality in the NOW app, enabling users to search through the NOW catalogue by genre, actor, title, name, sport, and more for the first time.

Sports enthusiasts will particularly benefit from improvements, as NOW Sports Members will benefit from curated collections of SkySports+ streams, making it easier to access events like The Miami Open tennis tournament in one place.

Global Streaming Platform Migration

Sky has opted to migrate Now to NBCUniversal’s Global Streaming Platform, which currently powers Peacock in the US, as well as SkyShowtime in Europe and Multichoice in Africa. This strategic move consolidates technology across multiple markets and ensures subscribers benefit from ongoing innovations.

Carli Kerr, Managing Director of NOW and Sky TV content, stated that “Migrating to NBCU’s Global Streaming Platform means NOW members will benefit from the ongoing delivery of customer features that enhance the viewing experience and leverage the latest technologies and innovations across the platform”. The platform reaches over 70 countries worldwide and has demonstrated its technical capabilities through significant streaming events.

Rollout Timeline and Availability

The rollout began in the UK and Ireland from February 18, focused on NOW-enabled devices including Smart TVs and tablets. However, NOW has warned subscribers that it’s taking a staggered approach with this overhaul, with the software upgrade scheduled to begin in February 2025.

The redesign will roll out in stages starting on February 18 and continuing to gradually roll out until March, meaning subscribers may see the new look on their tablet or phone before it becomes available on their Roku or Fire TV Stick, with the update expected to be available everywhere by the end of next month. Italian NOW members can expect the update to arrive in Spring 2025, whilst the platform upgrade will reach German WOW members at a later, unspecified date.

Conclusion: Significance for UK Streaming Market

This comprehensive overhaul positions Now TV to compete more effectively in an increasingly crowded streaming marketplace. By adopting NBCUniversal’s proven global platform and introducing user-friendly features like enhanced search and personalised recommendations, Sky demonstrates its commitment to evolving beyond traditional broadcasting models. For subscribers, the update promises a more intuitive, feature-rich experience whilst maintaining the service’s core appeal: flexible, contract-free access to premium Sky content. As the transformation continues rolling out through March 2025, UK viewers can expect a modernised platform that better meets the expectations of today’s streaming audience, ensuring Now TV remains a compelling alternative to both traditional satellite services and competing streaming platforms.