British pay-TV provider Sky has released their own Apple TV competing streaming box under their Now TV brand. The box – which is essentially a Roku box re-branded – costs a ridiculously low £9.99 including shipping, and will stream services from Now TV, Spotify and the BBC among others. From the Now TV announcement:
Despite the explosion in devices such as games consoles and connected TVs, there are still up to tens of millions of TVs in the UK that can’t currently connect to the internet. If you own one of these TVs, the NOW TV Box is the perfect way to watch your favourite content back on the big screen.
The Apple TV already sets the bar as far as TV-connected streaming boxes goes, with a decent selection of content available in an already reasonably priced package. Google now has Chromecast, a $35 dongle that brings connected content to your TV via your Android or iOS device, but Sky has managed to price theirs so low that it becomes a true impulse buy.
But, in being only £9.99, the Now TV box is effectively subsidized. In buying one, to get to the premium content you'll require a paid subscription either to Now TV or the Sky Movie pass. A 30-day free trial of the latter is available to get you up and running, but it's not terribly clear whether or not you'll need to keep paying a subscription in order to access the non-Sky content after that 30-days such as Spotify, Flickr, BBC iPlayer and Demand 5. If that's the case, it's a disappointment, but you can't fault Sky for their business model in trying to get people to adopt their online platform.
It also poses a good question in relation to the Apple TV, especially with rumors being rife about a hook-up with Time Warner Cable. Now TV offers – albeit at a pretty steep price – a la carte subscriptions to Sky Sports, a premium pay-channel package, in daily installments. It's about 10x more expensive than a monthly subscription if you bought it every day, but you're not going to buy it every day. You only pay when you want to watch. Pricing aside, is this the kind of model you'd be happy to see for more services to hit the Apple TV?
Source: Now TV
We may earn a commission for purchases using our links. Learn more.
Apple Music, Apple Arcade, App Store and more experiencing outages
A number of Apple's services, including Apple Book, iCloud Mail, Photos, and more, are currently experiencing performance issues.
iOS 14.2 hints that EarPods won't come in the box with the iPhone 12
A copy change found in the iOS 14.2 beta suggests that Apple may be removing more than just the power adapter from the iPhone 12 box.
Twitter opens up voice tweets to more iOS users
After letting a limited group of people test voice tweets in June, Twitter is now opening the option up to more iOS users.
All the limited and special edition Nintendo Switch consoles you can buy
Don't want your Nintendo Switch to look like everyone else's? These limited edition Switch consoles will stand out in a crowd—and you can buy one today.