Many UK households searching for streaming options come across NOW and wonder whether the service is actually free to use. The short answer is that NOW is a paid subscription platform, though limited-time trials and promotional offers do exist. Understanding exactly what is available without payment, and what triggers a charge, requires a closer look at the current membership structure, partner bundles, and legal requirements such as the TV Licence.
NOW, formerly known as NOW TV, operates as Sky’s standalone streaming service. It offers several membership passes — Entertainment, Cinema, Sports, and hayu — each with its own monthly fee. While the platform occasionally runs free trial campaigns, these are not always available for every pass, and the terms have shifted in recent years.
This guide covers the latest pricing, free trial availability, cancellation steps, and whether NOW is ever genuinely free when bundled with Amazon Prime, Sky, or EE. It also explains when a TV Licence is required.
Is NOW TV Free? The Truth About Costs and Free Trials
- NOW is a subscription service, not free, though a limited free trial is available for hayu.
- The standard free trial is 7 days for hayu; special promotions for other passes appear intermittently but are not guaranteed.
- NOW is NOT included with Amazon Prime, Sky, or EE as a free perk, though certain EE TV packages do include an Entertainment & HBO Max membership.
- A TV Licence is legally required to watch live TV or BBC iPlayer through NOW.
- Most cancellations and account management must be completed online via the NOW website.
- Discounted saver plans, such as the Entertainment Saver at £4.99/month, require a 6-month minimum term.
| Item | Detail |
|---|---|
| Standard Free Trial | 7 days (currently available for hayu only, per industry reports) |
| Minimum Monthly Cost | £4.99 (Entertainment Saver, 6-month term) |
| Entertainment Membership | £7.99/month |
| Entertainment & HBO Max | £9.99/month |
| Cinema Membership | £9.99/month |
| Sports Membership | £34.99/month |
| Sports Day Pass | £14.99 for 24 hours |
| hayu Membership | £5.99/month |
| TV Licence Required for Live | Yes |
| Cancel Anytime? | Yes, after any minimum term |
| Included with Prime/Sky/EE? | No — EE is the only partner offering NOW as part of certain TV packages |
How Long is the Standard NOW TV Free Trial?
According to recent reports from Cord Busters and Best Broadband Deals, standalone free trials for NOW’s main Entertainment and Cinema memberships are no longer generally available. The one membership that currently offers a 7-day free trial is hayu, the reality TV-focused pass. NOW Boost trials — which upgrade streaming quality — may also appear, but these are typically tied to paid memberships rather than being a standalone offer.
Does NOW TV Offer a 3-Month Free Trial?
There is no standard 3-month free trial for NOW at present. In the past, promotional campaigns — often run in partnership with retailers or broadband providers — have offered extended trial periods, but these are not currently listed on the official NOW website. Any third-party offer claiming a 3-month free trial should be verified directly with NOW.
What is Included in the NOW TV Sports Free Trial?
A dedicated Sports free trial is not consistently available. According to the same industry sources, Sports membership trials have been phased out or limited to very short promotional windows. The Sports Day Pass, priced at £14.99 for 24 hours, remains available as a no-commitment option for those who only need access for a single event.
Is NOW TV Free with Amazon Prime, Sky, or EE?
Confusion about whether NOW comes free with other subscriptions is common. The following sections clarify the relationship between NOW and each major platform.
NOW TV and Amazon Prime: Are They Bundled?
NOW is not included with Amazon Prime. They are entirely separate services, each requiring its own subscription. Amazon Prime Video offers its own library of movies and series, while NOW provides access to Sky-branded channels, HBO Max content, and live sports. The only area where they overlap is the TV Licence rule: watching live TV on either service requires a valid licence.
Is NOW TV the Same as Sky?
NOW is owned by Sky but operates as a distinct product. It is designed as a more flexible, contract-free alternative to traditional Sky TV packages. While NOW can include access to Sky-branded entertainment, movies, and sports, it does not grant access to Sky Q features, recording capabilities, or the full Sky channel line-up. A Sky subscription does not include NOW, and vice versa — they are billed separately.
Many users assume that because NOW is owned by Sky, it is automatically included in a Sky subscription. This is not the case. NOW requires its own membership and login, even when accessed through a Sky Q box or Sky Glass.
Does EE Broadband Include NOW TV?
EE offers a limited integration through a programme called NOW on EE. Customers with certain EE TV packages can receive a NOW Entertainment & HBO Max Membership as part of their plan. This is not a free standalone offer — it is bundled into the cost of the eligible EE TV package. Outside of these specific plans, EE broadband does not include NOW.
How to Log In and Manage Your NOW TV Account
Having Trouble Logging Into NOW TV?
Logging into NOW is done through the NOW website or app using an email address and password. Users who have also signed up for NOW through a partner — such as EE or a broadband provider — may need to use the specific login flow associated with that partner. The standard NOW login page at nowtv.com handles most cases, but if you originally subscribed via a third party, check your welcome email for the correct portal.
How to Cancel Your NOW TV Membership
Cancellation is handled through the account settings on the NOW website. Memberships are generally monthly and cancellable at any time, with one important exception: discounted saver plans such as the Entertainment Saver at £4.99/month come with a 6-month minimum term. Leaving before the term ends may incur a penalty.
Some customers report being shown retention discounts — often called cancel-to-save offers — when they start the cancellation process. These can include reduced monthly prices for several months or discounted add-ons. According to MoneySavingExpert and various user guides, these offers are not guaranteed but are common enough to be worth checking.
Can You Access NOW TV via Virgin TV Go?
The Virgin TV Go app does not natively include NOW content. To watch NOW on a Virgin Media set-top box, you would need to access the NOW app separately through the box’s app store, if supported. The two services remain independent in terms of subscriptions and billing.
Do I Need a TV Licence for NOW TV?
Watching Live TV vs On-Demand: The Licence Rule
The TV Licence rules in the UK are clear: you need a licence to watch or record live TV on any channel or streaming service, and to use BBC iPlayer. A colour TV licence currently costs £180. If you watch NOW’s live channels or live sports streams, a licence is required. If you only ever watch on-demand content through NOW, and you never watch live TV or use BBC iPlayer, a licence is generally not required under the stated rules.
Where free trials are offered — such as the hayu 7-day trial — they almost always auto-renew into a paid monthly subscription unless you cancel before the trial ends. Set a calendar reminder to avoid an unexpected charge.
How to Cancel a TV Licence
If you no longer watch live TV or BBC iPlayer, you may be eligible to cancel your TV Licence. The process involves informing TV Licensing and possibly receiving a refund for unused full months. However, keeping a licence is obligatory if anyone in your household watches live broadcasts or uses iPlayer, regardless of the device.
Amazon Prime Video on-demand does not require a TV Licence, but watching live TV on Prime Video does. The same rule applies to NOW: on-demand is licence-free; live is not. The distinction matters if you switch between services regularly.
NOW TV Free Trial and Subscription Timeline
- Day 0 — Sign up for a free trial (where available, e.g., hayu 7-day trial).
- Day 7 — Trial ends; first monthly payment is taken unless you have cancelled beforehand.
- Month 1 onwards — Full membership continues at the standard rate for your chosen pass.
- Month 6 — Minimum term ends for any saver plan (e.g., Entertainment Saver at £4.99/month). After this point, you can cancel without penalty.
Certainty vs Uncertainty: What We Know
| Established Information | Information That Remains Unclear |
|---|---|
| NOW is not free outside of limited trials. | Free trial duration and availability vary by promotion and membership type. |
| TV Licence rules apply to live streaming on NOW. | Whether a specific promotional offer (e.g., 3-month trial) is currently active depends on the season and partner deals. |
| NOW and Sky are separate services with separate billing. | Cancel-to-save retention discounts are reported by some users but are not guaranteed. |
| EE is the only major partner currently including NOW in certain TV packages. | The long-term availability of free trials for Entertainment and Cinema passes remains uncertain. |
Analysis: Why Users Ask Is NOW TV Free?
The question “is now tv free” often arises from a mix of genuine confusion and optimistic search behaviour. Many users mistake NOW for a free-to-access service similar to BBC iPlayer, not realising that iPlayer itself requires a TV Licence. Others assume that because NOW is owned by Sky, it must be included in a Sky subscription. The existence of promotional offers — including past 3-month trials and bundled deals with broadband providers — further blurs the line between what is free and what is temporarily discounted.
There is also a common misconception that streaming services in general do not require payment. Unlike ad-supported platforms such as ITVX (free tier) or Channel 4, NOW has no permanent free tier. Every membership pass carries a monthly fee, even if a short trial is offered at the start.
Understanding these distinctions helps set realistic expectations. NOW is a premium streaming service positioned between low-cost add-ons like hayu and full-price sports subscriptions. It is never permanently free, but limited-time trials and partner bundles can reduce the upfront cost. For more streaming comparisons, read our guide on What to Watch Tonight – TV Guide and Streaming Picks.
Sources and Official Information
NOW’s current pricing is split by membership, with Entertainment at £7.99/month, Entertainment & HBO Max at £9.99/month, Cinema at £9.99/month, hayu at £5.99/month, Sports at £34.99/month, and Sports Day at £14.99 for 24 hours. NOW also advertises an Entertainment Saver Plan at £4.99/month with a 6-month minimum term.
Standalone free trials for NOW’s main Entertainment and Cinema memberships are described as no longer generally available, while hayu is currently the membership that offers a 7-day free trial.
Cord Busters — NOW TV deals and free passes guide
You need a TV Licence to watch or record live TV on any channel or streaming service, and to use BBC iPlayer. You do not need a TV licence for ordinary on-demand viewing on services such as Netflix, Disney+, or Amazon Prime Video.
TV Licensing — check if you need a licence
What to Do Next
Before signing up for any NOW membership, check the current offers on the official NOW website to see if a trial or discount is available. If you are considering a saver plan, be aware of the 6-month minimum term. Set a reminder to cancel before the trial ends if you do not wish to continue. And crucially, determine whether anyone in your household will watch live TV or BBC iPlayer — if so, a TV Licence is required. For more streaming comparisons, read our guide on What to Watch Tonight – TV Guide and Streaming Picks.
Frequently Asked Questions
What is the NOW TV free trial?
A 7-day free trial is currently available for the hayu membership. Trials for Entertainment and Cinema passes are no longer generally offered, according to industry reports.
Is NOW TV free with a Sky Q box?
No. NOW is a separate streaming service that can be accessed on Sky Q, but it requires its own subscription and is not included with Sky.
Can I get a NOW TV free trial more than once?
Free trials are typically limited to new customers. Returning customers usually do not qualify for another trial.
Do I need a contract for NOW TV?
Standard memberships are monthly and can be cancelled at any time. Saver plans, such as the Entertainment Saver, require a 6-month minimum term.
How much does a TV Licence cost in the UK?
A colour TV Licence costs £180 per year. It is required for watching live TV or using BBC iPlayer on any device.
Is NOW TV cheaper than Sky?
Yes, generally. NOW has no long-term contract on standard plans and lower monthly fees, but it offers fewer channels and no recording features compared to a full Sky package.
Do I need a TV Licence if I only watch on-demand on NOW?
If you only watch on-demand content and never watch live TV or use BBC iPlayer, a licence is generally not required under the stated rules.
What happens if I cancel my NOW TV subscription mid-month?
If you cancel a standard monthly membership, you will keep access until the end of the current billing period. Saver plans with a minimum term may incur a fee if cancelled early.
Can I watch NOW TV abroad?
NOW is designed for UK users. Access from outside the UK may be restricted, and using a VPN may violate the terms of service.
Is NOW TV available on Virgin TV Go?
The Virgin TV Go app does not include NOW. You would need to access the NOW app separately through a compatible device or set-top box.
Rebecca Haines is Managing Editor at DailyCity.co.uk, running the daily news list and covering UK and world stories with a city lens.