Now TV: Sky’s flexible movie, sport, and TV service the US can only dream of

UK PayTV provider Sky is launching Now TV, its long-awaited TV streaming service, tomorrow. The new service will offer either pay-per-view or subscription movies, along with a “wealth of Sky original and bought content” to non-Sky subscribers via PC, Mac, smartphones, tablets, smart TVs, and YouView. The company will also launch clients for Xbox 360, PlayStation 3, and Roku.

Movies will be available from £0.99 to £3.49 on a single-view basis, or for £15 per month for a Sky Movies Pass subscription. When compared to Lovefilm (£4.99 per month) and NetFlix (£5.99 per month), the subscription is very steep, but Sky hopes its comprehensive movie lineup will make up for the price disparity.

As well as offering movies, the service will include access to live sports events including Barclays Premier and UEFA Champions League football, Test cricket, rugby, tennis, Masters golf, and more. The Sky Sports package will launch on Now TV before the end of the year. After the Sky Sports service goes live, Sky will add a further package including shows from Sky 1, Atlantic, Arts, and Living. The service launches for PC and Mac, and certain unspecified Android devices this week, with an iOS app due next month and support for further devices arriving “later this summer.”