The Sky’s the limit for brand new Now TV service

This week we have seen another contender enter the arena to battle it out for our on-demand attention. BskyB launched its own streaming service – Now TV – challenging the dominant players in the market, Netflix and LoveFilm. Now TV will be made available on PCs, Macs, smartphones, iPads and YouView. Consumers will be given the option to either watch unlimited films for £15 a month or pay up to £3.49 for individual films, with the "pay and play" option. With the launch of the new internet service, Sky is going beyond its pay-TV subscription roots. It’s a smart way of maximising its premium catalogue.

Having seen LoveFilm and Netflix make a huge splash this year, the launch of Now TV is a bold step for Sky to take. The move is a sign that Sky’s looking to get more from what it already has. More bang for essentially the same buck.

Whilst the launch is exciting news for consumers who don’t want to subscribe to Sky’s packages but do want access to Sky’s content, it’s also an interesting development for the digital TV industry overall. The launch is another sign that the market for on-demand services is rapidly growing.