Sky has launched its Now TV service allowing customers to stream its programming content over the internet.

Now TV is now available and launches with access to Sky Movies, meaning it will rival Netflix and LoveFilm. Users can opt to use the service on a pay per view basis or a rolling monthly fee. See also: How do I get Sky Now TV?

Sky Now TV

Simon Creasey, Director of Now TV said: "Now TV will bring more choice to UK consumers and an easy way to enjoy amazing movies, instantly. Following the explosion in internet-connected devices, we know that more and more people are looking for great content to watch over the web, and that’s where Now TV comes in."

See also Sky Anytime+ made available to all Sky+HD customers.

Users can access Sky Now TV on their PC, Mac, iPhone, iPad or Android device. Movies cost 99p for classics and £3.49 for new releases. Alternatively the £15 per month Sky Movies Pass gives unlimited access to more than 600 films. Those interested can try Now TV with a free 30-day trial.

Sky said up to five titles will be added each Friday, at least 12 months before they are available on other online subscription services.

Beyond Sky Movies, the firm plans to add other content to Now TV over the coming months. This includes Sky Sports, Sky 1, Sky Atlantic, Sky Arts and Sky Living.

Support for Microsoft Xbox users will come later this summer and Now TV will be available on YouView when it launches this month. Sony Playstation 3 and Roku support is also in development.

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