NOW TV

NOW (formerly NOW TV) is a subscription over-the-top internet television service operated by the British satellite television provider Sky. Launched in 2012, it was designed as a no-contract alternative to traditional satellite services, allowing consumers to access Sky's premium content library including movies, sports, and entertainment. The service operates primarily across the United Kingdom, Ireland, Italy, and Germany.

The hardware associated with NOW (such as the Smart Stick or Boxes) is manufactured in multiple countries, often through partnerships with hardware producers like Roku. However, the service itself is a digital platform hosted in various data centers within the territories it serves. Since 2018, NOW has been under the ownership of Comcast, following a major acquisition of Sky Group.

Today, NOW remains a core part of Comcast's European media strategy, offering affordable access to high-quality broadcasting. Its ownership structure reflects the consolidation of global media, transitioning from a British-founded satellite broadcaster to a subsidiary of an American telecommunications and media conglomerate.