NOW TV is a subscription-based streaming service in the UK that offers a variety of movies, TV shows, and live sports. It is operated by Sky Group and allows users to watch content without a long-term contract. Instead, customers can choose from different passes, such as the Entertainment Pass, Cinema Pass, and Sports Pass, to access specific types of content. The platform is available on multiple devices, including smart TVs, tablets, and smartphones, making it convenient for users to watch their favorite shows and movies anytime, anywhere. NOW TV also features a user-friendly interface, allowing easy navigation through its extensive library of content.