Competing against other on-demand providers such as Netflix and Lovefilm, Sky has occupied the market position of a “premium” service, boasting a library of 600 titles, and up to five new movies being added each friday.
Currently, NOW TV only has content from Sky Movies, but shows from Sky 1, Sky Living, Sky Atlantic, and even streamed Premier League games courtesy of Sky Sports are planned to be introduced before the end of the year.
This “premium” service comes at a price however – Â£15.99 a month, significantly more expensive then Netflix and Lovefilm, which are priced at Â£5.99 and Â£4.99 a month respectively. Titles can be rented individually, with a price bracket of 99p to Â£3.49.
Sky’s sales and marketing MD Stephen Van Rooyen explained the expense, saying; “We think our offering represents value as no other service in the UK is offering as many new films with five new premieres a week. We didnât want to offer a service which was similar to ones out there at the moment.â?
Launching on PC, Mac and some selected Android platforms initially, subscribers will be able to access content on the iPhone and iPad by next month, and the Xbox over the summer period.
Presumably it’s targeting at people who are willing to pay for Sky Movies and Sky Atlantic, but don’t want the hassle of a full sky package and satellite dish. With networks panicking about losing revenue from adverts, such services could be a growing trend.