The UK subscription video-on-demand market is broadly consolidated around a handful of players: Netflix holds the largest subscriber base, followed by Amazon Prime Video (often bundled with the broader Prime membership), Disney+ and Apple TV+. NOW TV occupies a distinct niche - it is the primary route for consumers to access Sky Sports and Sky Atlantic content without a long-term pay-TV contract. That sports rights position is a meaningful differentiator in a market where most SVOD services compete primarily on scripted originals and film libraries.

Pricing across the category varies widely. Netflix's standard tier sits in the mid-single-digit monthly range; Disney+ and Apple TV+ are similarly positioned. NOW's passes, individually, can exceed these comparators - particularly the Sport pass, which reflects the premium cost of live sports rights. This creates an interesting promotional dynamic: NOW relies more heavily on discount campaigns than its rivals, using percentage-off deals and bundle pricing to bring effective costs in line with the broader market. The 50% off offers that dominate this page are not occasional generosity - they reflect the structural pricing gap between list price and what the market will sustain.

Customer behaviour in SVOD tends towards churn-and-return cycles, particularly for sports-driven services: subscribers join for a season, leave during the off-season, and return. NOW's flexible pass structure accommodates this, though its saver deals are explicitly designed to incentivise longer commitments. Discovery is increasingly digital - paid social, affiliate partnerships and voucher-code sites play a measurable role in acquisition, which is why active discount programmes are a consistent feature of NOW's marketing mix rather than an occasional tactic.

About NOW TV

NOW TV is Sky's streaming offshoot - the version of Sky designed for people who don't want to sign a two-year contract, rent a satellite dish, or explain to a landlord why there's a hole in the wall. You subscribe to passes rather than packages: Entertainment (dramas, reality, Sky Atlantic), Cinema (films from major studios), Sport (Sky Sports channels, live and on-demand), and the Kids add-on. Each pass runs month-to-month unless you opt for one of the longer saver deals, which typically cut the price significantly.

In practice, you sign up online, download the NOW app to whatever device you already own - smart TV, laptop, Fire Stick, games console, phone - and start watching within minutes. There's no hardware to order, no engineer visit, no waiting. That immediacy is genuinely its strongest card.

The content is solid rather than spectacular. Sky Atlantic alone justifies a month's Entertainment pass for the right viewer - it's still the UK home of HBO and some of the better US drama imports. The Cinema pass has a decent back catalogue and rotating new releases, though you'll notice the same films cycling around on a fairly predictable schedule. Sport is where NOW TV becomes genuinely competitive: Sky Sports rights are extensive, covering Premier League football, Formula 1, cricket, golf and boxing. A day pass for a single event is, frankly, a civilised option that Sky's traditional subscribers don't get.

The weaknesses are real. Boost - NOW's add-on for HD, Dolby Atmos and up to four simultaneous streams - costs extra and arguably should be included by default in 2024. Without it, you're capped at 720p and limited streams, which feels a little mealy-mouthed for a mainstream streaming service. The interface is functional but not exactly a pleasure to use; Netflix it isn't. And the pricing without a discount can be eye-watering if you stack multiple passes, which somewhat undermines the flexibility proposition.

On competition: NOW sits in a crowded space between Netflix, Disney+, Amazon Prime Video and Apple TV+. None of those has Sky Sports; that's NOW's moat. For sport specifically, it's the most flexible way to access Sky Sports content without a long-term commitment. For everything else, it's one option among many.

There's no traditional loyalty programme as such. The value mechanic here is the saver deal - commit to 12 months upfront and the monthly cost drops considerably. Currently there are 46 active discounts listed on this page, ranging from 20% to 70% off, with 50% off being the most common offer. One code is expiring within the next week, so if you've been sitting on the fence, now is a reasonable moment to act. Broadly speaking, NOW runs promotional pricing fairly regularly, particularly around major sporting events and the start of new TV seasons.

The honest verdict: if you want Sky Sports without a Sky contract, NOW TV is essentially the only sensible option. If you mainly want films and drama, the competition is stiff and you should weigh up your options carefully. If you just want to catch one football match or one F1 race, the day or week pass structure is genuinely useful and unusually fair.

How to use a NOW TV discount code

Find a valid code on this page - check the expiry date first, especially since one current code is due to expire within the week.
Click through to nowtv.com and choose the pass or bundle you want. Add it to your basket or proceed to the subscription checkout.
At the payment stage, look for a field labelled something like "Promo code" or "Discount code" - it's typically on the order summary screen, not the main basket. Easy to miss if you're moving quickly.
Paste your code into the field and hit "Apply". The discount should show in your order total before you confirm payment. If it doesn't update immediately, check there's no trailing space after the code.
Complete payment. The discounted rate applies from your first billing date - you'll see it confirmed in your welcome email.

NOW TV shopping tips

Day and week passes are often excluded from general discount codes. Most promotional codes apply to monthly or 12-month saver memberships, not the short-term sport passes. Check the terms before you assume a code will work on a day pass.
The 12-month saver deals are where the real savings are. Discounts on this page regularly reach 50% or more on annual bundles - that's a meaningful saving over paying monthly, assuming you're confident you'll use the service for a year.
Boost is worth considering if you care about picture quality. The standard tier caps streams at 720p. If you're watching on a large screen or sharing with others, the Boost add-on changes the experience noticeably - look for bundle offers that include a free Boost trial.
NOW runs promotional pricing around major events. Pre-season football, the start of the Premier League, F1 race weekends and the new TV season in autumn are all moments when discounted passes appear. Planning around these windows can pay off.
There is currently one active voucher code alongside 45 deals. The deals tend to be pre-applied discounts on specific bundles at checkout, so you may not need a code at all - just navigate to the right offer page via the link on this site.
If a code isn't working, check whether you already have an active subscription. Many promotional codes are for new subscribers only, or for customers who have lapsed for a defined period. Existing subscribers may find codes simply won't apply at checkout.
Stacking passes can get expensive fast. Entertainment, Cinema and Sport are each priced separately. It's worth calculating whether a bundle deal - even at full price - undercuts the sum of individual passes before you buy each one separately.

NOW TV promotions FAQs

Yes, and fairly regularly. NOW TV runs promotional campaigns throughout the year, particularly around new TV seasons, major sporting events and quieter subscription periods. There is currently one active voucher code and 45 deals listed on this page, with discounts ranging from 20% to 70% off — so there's a reasonable chance something relevant is live whenever you check. The most common offer sits around 50% off. Deals tend to apply to monthly memberships and 12-month saver bundles rather than day or week passes, so read the terms before applying a code to a short-term purchase.

NOW TV does not currently advertise a dedicated NHS or key worker discount programme through an official verification scheme. That said, promotional codes available on voucher sites like this one are open to everyone, so NHS staff can use any live deal on this page without restriction. If a formal NHS discount is introduced in future, it would typically be verified through a platform like Blue Light Card or Health Service Discounts. It's worth checking those platforms directly if you're a healthcare worker, as partner offers occasionally appear there independently of NOW's own promotional activity.

NOW TV doesn't currently operate a dedicated student discount scheme through platforms like UNiDAYS or Student Beans, at least not as a permanent fixture. This is a fairly notable gap given how many streaming services now court the student demographic. That said, general promotional codes — including the offers listed on this page — are available to students in the same way as any other subscriber. If a student-specific deal is introduced, it would most likely appear via UNiDAYS. Worth a quick check there, but don't bank on finding one.

Delivery isn't really relevant to NOW TV — it's a streaming service, so there's nothing physical to ship. You subscribe online, download the NOW app to your chosen device, and access content immediately. The only scenario where physical delivery might apply is if you order a NOW TV Smart Stick, which is the branded streaming dongle sold through the NOW website and retailers like Amazon. In that case, standard retail delivery terms would apply. For the subscription passes themselves, everything is instant and digital.

Start by copying the code from this page — check the expiry date first, particularly as one current code is due to expire within the week. Head to nowtv.com and select the pass or bundle you want. Proceed to the checkout or subscription payment page, where you'll find a promo or discount code field — it's usually on the order summary screen rather than the main basket page. Paste your code in and click Apply. The revised total should display immediately. If it doesn't update, check for a trailing space after the code, confirm the pass you've chosen is eligible, and verify you meet any new-subscriber conditions in the terms.

A few common reasons: the code has expired (one on this page is due to expire imminently, so timing matters); the pass you've selected isn't eligible, since most codes apply to monthly or annual memberships rather than day or week passes; or you already have an active NOW subscription, as many promotional codes are restricted to new or returning customers. Also check for a trailing space when pasting, and make sure you're entering the code in the correct field at checkout rather than a search bar or account settings page. If none of that resolves it, the offer may have reached its redemption limit.

Generally, no. Like most subscription services, NOW TV's checkout accepts one promotional code per transaction. You can't stack two codes together for a combined discount. However, some bundle deals — like Entertainment plus Cinema with a Boost trial — are pre-configured as a single offer and may already represent the best available combination of discounts. If you have multiple codes, it's worth testing the one with the higher stated discount first, since some codes outperform others even on the same product. Always check the effective monthly cost after the code is applied rather than just the percentage figure.

Many of the deals listed on this page are either explicitly for new subscribers or tend to be targeted at lapsed customers returning after a gap. There isn't always a prominently badged 'first order discount' in the traditional retail sense, but promotional pass pricing — particularly the percentage-off saver deals — frequently applies to those signing up for the first time. If you've never had a NOW subscription before, you're in the strongest position to benefit from the best deals currently available. Check the terms on any code to confirm eligibility before entering payment details.

Timing matters more than it might seem. NOW runs promotional pricing around predictable moments: the start of the Premier League season, pre-season football friendlies, F1 calendar highlights, and the autumn TV season when new Sky Atlantic and Sky original content launches. There are also broader sale periods — summer and post-Christmas tend to generate volume discount campaigns. With 46 active offers currently on this page and discounts reaching up to 70% off, the market right now is fairly active. That said, there's always something on, so waiting indefinitely for a better deal is rarely worth it — particularly if a code you want is about to expire.

Yes, with reasonable consistency. NOW participates in broader retail promotional periods — Black Friday is a reliable moment for discounted pass bundles, and there's usually activity around new year when people are reconsidering subscriptions. Beyond the retail calendar, NOW's promotional cycle tracks sports seasons: expect deals before the football season kicks off, before major boxing events, and around Formula 1 opening races. The Cinema pass tends to get promotional attention when a high-profile film slate is launching. The current range of offers — with discounts from 20% to 70% — reflects a brand that uses promotional pricing as a regular acquisition tool rather than a one-off event.

On this page, both types appear. A voucher code is a string of characters you copy and manually enter at checkout to trigger a discount. A deal is typically a pre-configured offer — a specific bundle or pass already priced at a reduced rate via a tracked link, requiring no code entry at all. Currently there is one active code and 45 deals listed. The deals are often more reliable since there's no risk of a code being expired or mistyped — you just click through to the discounted offer directly. If you find a code that isn't working, check whether an equivalent deal link achieves the same or a better result.

Yes, and this is one of NOW TV's genuine advantages over traditional pay-TV. Monthly passes can be cancelled at any time through your account settings online, with no cancellation fee and no need to call anyone. Cancellation takes effect at the end of the current billing period. If you've taken a 12-month saver deal to access a larger discount, early cancellation terms may differ — check your subscription agreement for specifics. The general experience of leaving NOW is considerably less fraught than cancelling a traditional Sky contract, which is part of the product's appeal for commitment-averse subscribers.

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