NOW TV is an over-the-top subscription-based streaming service owned and operated by Sky, a subsidiary of Comcast. The platform launched in the UK in July 2012 and was designed to deliver contract-free flexible access to premium Sky sports, movies and entertainment content. The service is available in a number of European markets including the UK, Ireland, Italy and Germany, and offers a digital-first alternative to traditional satellite television. Entertainment Watch live channels and box sets from Sky Showcase, Sky Atlantic, Sky Documentaries and critically acclaimed third party channels. With base packages, you get standard streaming, but the service also offers Boost and Ultra Boost add-ons that get you Full HD, 4K Ultra HD HDR video quality, Dolby Atmos audio, and the ability to stream simultaneously on multiple screens in your home.