From today, Roku users can find Now TV within the Roku channel store and once they've registered online they'll be able to view movies instantly. All it requires is a Roku box connected to a TV and home wi-fi network.
Now TV offers instant access to Sky Movies with no fixed contract, set-up costs or installation fee. New customers qualify for a free 30-day trial, then a three-month introductory offer of £8.99 a month.
Customers can watch blockbuster films around six months after they've ended their cinema run, and can access up to 20 new reelases each month before they're available on Netflix or Lovefilm.
Sky Sports will be added to Now TV in the next few months.