From Thursday NOW TV subscribers will be able to purchase a Sky Sports Week Pass for £10.99. This a smart move in Sky's battle with BT Sport and includes the brand new channel Sky Sports 5, which launches tomorrow. However, sports fans will most likely prefer a competitively priced monthly subscription much like Sky Movies.
Gidon Katz, director of NOW TV said: "With the start of the football season just days away, this is a great time to be giving sports fans even more choice. We know our sports fans are hungry for more flexibility in how they watch sports and the new Sky Sports Week Pass offers just that. Now fans simply have to decide if they want to snack on a day pass or feast on a week's sport for just £10.99."
Richard Broughton, director of broadband at research company IHS, believes the new offer is recognition that NOW TV is too pricey. “The main thing Sky is recognising here is that it is facing a bit of an uphill challenge getting consumers to buy into NOW TV. Film and entertainment are great but sport has always been the driver. They have pushed NOW TV as the more premium alternative to Netflix and Amazon Prime Instant Video, but it has not really been attractive enough to compete.”
NOW TV is currently available on the NOW TV Box, PC, Mac, iPad, iPhone, Android smartphones and tablets, Xbox 360, Xbox One, PS3, PS4, YouView, LG Smart TVs, selected LG media devices, Roku boxes and Apple TV (Sky Sports Day Pass only).