Now TV is now just called 'Now'

Now TV is now just called 'Now'
(Image credit: Sky)

Now TV has had a rebrand. Sky's contract-free streaming service is now just called Now, dropping the TV part.

Why? Apparently it, "reflects how brilliant simplicity meets brilliant entertainment". Of course, this being a corporate rebrand, it's inevitably accompanied by some linguistic voodoo. In this case, the illuminated 'O' in the logo represents "a portal to showcase Now's entertainment at the heart of the brand." Right.

The service's UI has a new look, and the Passes are now called Membership (though they're still split into Entertainment, Cinema, Sports, Kids and hayu).

Other than that, it's business as usual, with contract-free streaming, and Passes – sorry, Membership – starting at £3.99 a month. The Boost Pass has been rebranded as Boost membership too, and still adds simultaneous streaming across three devices, full 1080p HD video and Dolby Digital 5.1 Surround Sound. It starts at £3 a month.

Check out the best Now TV deals right now for the best ways to sign-up.

Dropping 'TV' from the name fits with other streaming services like Amazon Prime Video and Netflix which don't refer to themselves as TV platforms.

MORE:

Check out the best TV streaming devices

The best streaming services and devices

Our pick of the best TVs

What Hi-Fi?

What Hi-Fi?, founded in 1976, is the world's leading independent guide to buying and owning hi-fi and home entertainment products. Our comprehensive tests help you buy the very best for your money, with our advice sections giving you step-by-step information on how to get even more from your music and movies. Everything is tested by our dedicated team of in-house reviewers in our custom-built test rooms in London, Reading and Bath. Our coveted five-star rating and Awards are recognised all over the world as the ultimate seal of approval, so you can buy with absolute confidence.

Read more about how we test