NOW TV is a legitimate, Sky-owned streaming and broadband provider that has operated in the UK since 2012. It offers flexible, contract-free access to Sky content at a lower price point, which is genuinely useful. However, cancellation friction, auto-renewal complaints, and customer service quality are recurring issues worth knowing about before subscribing.
NOW TV is a streaming and broadband brand operated by Sky UK Limited, one of Britain's largest and most established media companies. It has been active since 2012 and is regulated by Ofcom, giving it a solid institutional foundation. The service offers flexible, no-contract passes for entertainment, cinema, sports, and hayu content, as well as broadband packages. There is no question about its legitimacy as a trading entity.
The primary concerns are commercial rather than legal. NOW TV has a notably poor Trustpilot rating — hovering around 1.5 out of 5 — driven by complaints about auto-renewals activating after free trials, opaque cancellation journeys, and unresponsive customer support. The sports pass in particular draws complaints about high pricing relative to the match coverage offered. These are not fringe complaints; they reflect a consistent pattern that UK consumers should factor into their decision.
If you subscribe to NOW TV, set a calendar reminder before any free trial ends and review your bank statements for unexpected charges. Cancellation must be done within the NOW TV account dashboard — do not assume inactivity equals cancellation. Under the Consumer Contracts Regulations 2013, you have a 14-day cooling-off right for new digital subscriptions, but this does not apply once you have started using the service. Use it with open eyes: the content is legitimate, but the subscription management requires active attention.