The panorama of domestic entertainment has undergone a radical transformation in the last decade, driven by the growing spread of Over-The-Top streaming services (OTT). Among these, NOW (formerly known as NOW TV) has established itself as a crucial player in the Italian market, offering flexible and unrestricted access to Sky’s top content, including films, TV series, shows and the ambitious sports offer. While access to Sky content in the past was rigidly linked to the installation of a satellite system and multiannual contracts, NOW democratized the experience, making it accessible through a wide range of connected devices, mainly Smart TV. The article of origin has focused specifically on integrating NOW on Smart TV LG, providing an essential overview of costs and a step-by-step installation procedure. However, to fully understand the value and complexity of this platform, it is essential to go beyond the simple technical guide. This study aims to explore the NOW ecosystem at 360 degrees, analyzing not only the practical details of the Smart TV configuration, but also the strategic implications of its business model, the Pass evolutionary structure, advanced technical requirements for optimal use and competitive positioning compared to other streaming giants. From the choice of the Pass best suited to your needs to the optimization of the home network to ensure an experience in Full HD and Dolby Digital 5.1, each aspect will be unseen to provide a definitive resource for the user who wants to maximize NOW’s viewing experience on their smart television, either LG, Samsung or based on Android TV. Let’s prepare to navigate between technical specifications, contractual advantages and future developments that shape the Sky entertainment offering in streaming key.
The NOW Ecosystem: Origins, Independence from Sky and Substant Technology
To fully appreciate the experience offered by NOW, it is essential to understand its unique identity within the Sky group. NOW is not simply an app, but an OTT platform designed specifically to intercept a public that rejects the constraints of traditional contracts or that does not have the possibility (or desire) to install a satellite system. Born as NOW TV, the platform has undergone a rebranding and a constant technical evolution to position itself as a pure streaming service. Its main strength lies in its flexibility: while the traditional Sky satellite offer requires a proprietary decoder and a long-term subscription (typically 12 or 24 months), NOW operates on a model month-to-month, allowing users to turn on or off the Pass according to their seasonal needs or the scheduled sporting events. This contractual independence is crucial and clearly distinguishes NOW from its parent Sky TV, while sharing much of the catalogue. Technically, the NOW streaming infrastructure is robust and has evolved to support high quality standards. While video quality was initially limited to HD Ready (720p), the introduction of the Premium option opened the doors to Full HD (1080p) and Dolby Digital 5.1 immersive audio, essential elements to compete with platforms such as Netflix and Disney+. It is important to note that the implementation of 5.1 and Full HD is not always automatic on all devices; the most recent Smart TVs, such as webOS-based LG models of recent years (typically from 2018 on), are fully supported, but the user must ensure that they have a sufficient and stable broadband. The content distribution architecture (Cont Delivery Network, CDN) of NOW is optimized to ensure low latency, crucial especially for Sport, where live vision does not allow significant delays. Technology adaptive bitrate streaming (ABR) ensures that quality adapts dynamically to the speed of user connection, preventing interruptions, although this may lead to visual fluctuations in the case of home network congestion or provider. Understanding this technological base is the first step to optimize the use of NOW on its Smart TV, knowing that the platform is a sophisticated digital bridge between the wealth of the Sky catalogue and the freedom of the OTT streaming, a combination that requires attention both to software and to the hardware and connectivity of the user.
Detailed Analysis of the NOW Pass: Economics, Premiums and Contractual Wines
The NOW commercial structure is based on a modular system of ‘Pass’, which reflects Sky’s approach to content segmentation, but with significantly higher flexibility. You do not purchase an all-inclusive subscription, but select specific thematic packages. The Pass Entertainment is the main gateway to entertainment content, including on-demand TV series, shows (such as X Factor or Masterchef) and linear entertainment channels (e.g. Sky One). The Pass Cinema adds, offering an extensive on-demand library of movies (over 500) and access to the eight live Sky Cinema channels. Finally Sport Pass represents the main offer, covering the most important sporting events: football (Serie B, Coppe Europee minor, international championships), F1, MotoGP, basketball, rugby and tennis. The basic price of the Pass is variable, but NOW strongly pushes towards the offers with a 12 month bond, which guarantee a significantly reduced monthly cost, often a third compared to the tariff without constraint. This strategy aims to secure the user while keeping the promise of flexibility formally. Introduction of the option Premium, however, represented a significant change in the perception of value and quality of service. With an additional cost (or free for historical subscribers), Premium unlocks critical features: the contemporary vision on two devices (against a standard), the absence of advertising interruptions on-demand content and, fundamental to the owners of high-end Smart TV, the Dolby Digital 5.1 audio. It is vital for the user to understand that the Full HD experience and immersive audio, now standard for competitors, are linked to this option. For new subscribers, the most convenient choice, especially for those who want to pair entertainment and movies, is often the combined activation ‘Pass Entertainment + Cinema Premium’ with constraint, which balances quality, functionality and cost. Price transparency and constraints have improved over time, but the user must always pay attention to the cost of Premium in case of cancellation and reactivation, since free promotion for old customers is a temporary exception. This modular structure, although it offers freedom, requires careful planning to avoid unnecessary expenses, especially for those interested only in specific events such as the F1 season or a particular football championship, making the option ‘no bond’ (though more expensive) sometimes preferable for its true monthly flexibility. The future evolution of the Passes is likely to continue to integrate new premium features, perhaps linked to the 4K, placing the asticella of quality ever higher and making the differentiation between basic and premium subscriptions increasingly marked.
Optimal Technical Configuration on Smart TV: Connectivity, Speed and Video Quality
The NOW viewing experience on a Smart TV, including LG models with webOS, critically depends on the quality of the Internet connection and hardware configuration. Although the minimum requirements of NOW are relatively low (2.5 Mbps for standard content and 3.5 Mbps for HD), these values are to be considered as basic thresholds that do not guarantee a constantly smooth and high-quality vision, especially in Full HD and 5.1 audio. To achieve the best possible experience (1080p with Premium), it is advisable to have a real and stable connection of at least 8-10 Mbps dedicated exclusively to the video stream of NOW, especially if other devices (smartphone, PC, console) are active on the same network. The first step is to ensure the stability of the TV connection. Although Wi-Fi offers convenience, using an Ethernet cable (as suggested in the source article) is always the preferred solution for high-definition streaming. A wired connection eliminates interference problems, reduces latency and ensures constant throughput, vital elements for viewing live sports events. If the cable is not feasible, it is essential that the router and Smart TV support the Wi-Fi 5 (802.11ac) or higher standard and preferably use the 5 GHz band, less congested than 2.4 GHz. Router configuration plays a key role: features such as Quality of Service (QoS) can be configured to prioritize Smart TV data traffic, ensuring that NOW streaming is not suffocated by large downloads or other network activities. Moreover, it is crucial that the firmware of the Smart TV LG is always updated. LG periodically releases updates for webOS that not only improve security, but also optimize resource management for streaming apps, ensuring compatibility with the latest video and audio codecs used by NOW. Although NOW does not offer content in 4K UHD, network optimization for Full HD is a must for those who want the highest quality available. Finally, the setting of the TV itself is important: make sure that the TV is set on the appropriate image mode (such as Film or Filmmaker Mode, if available) and that the audio output is correctly configured (for example, bitstream or pass-through) to take advantage of the Dolby Digital 5.1 offered by the Premium option, especially if you use a soundbar or an external home theater system. A correct technical configuration transforms an intermittent vision into a smooth film experience.
The Installation and Access Process: Beyond the LG Content Store
The original article clearly outlined the path for the owners of Smart TV LG, which winds through the creation of the account by browser (necessary as the TV app does not manage the full registration) and download through the LG Content Store. However, it is useful to contextualize this process within the wider panorama of Smart TVs and potential common issues. The first obstacle for many users is, as mentioned, the impossibility to create the account directly on the app. This limitation is common to many streaming services and often arises from security considerations and complexity of integrating complete payment interfaces through TV operating systems. Using a PC or smartphone for registration is therefore a standard procedure. Once you register and choose the Pass on the web, you can install the app. On the Smart TV LG, the LG Content Store is the central marketplace. Its interface, based on the webOS operating system, is generally intuitive. It is important for users to be aware of the need for an LG account (usually linked to the use of LG ThinQ) to access and download applications, although this account is distinct from the NOW account. If the NOW app does not appear immediately among the most popular apps, the use of the search function, typically represented by the magnifying glass, is the only solution. A crucial point, often neglected, concerns updating the operating system: the most dated Smart TVs, although LG, may not support the latest version of the NOW app due to the depreciation of the old software frameworks. If the app is not available in the Store, it is likely that the TV model is too old and in that case the user must resort to external solutions such as NOW Smart Stick, Chromecast or Apple TV, devices that act as a bridge between the modern streaming ecosystem and obsolete television hardware. Once the application is downloaded, access is via the manual insertion of credentials (email and password) using the remote control or, more comfortably, the LG ThinQ app on the smartphone for quick text input. The NOW app’s access screen on TV is designed to be minimalist: once authenticated, the interface immediately focuses on content navigation (Entertainment, Cinema, Sport) and live channel viewing, making user experience simple and focused on instant entertainment. The login procedure, while requiring an external initial step for account creation, is fast and, once set, the NOW app stores credentials for future access.
NOW User Experience (UX) on WebOS and Comparison with Other TV Operating Systems
The usability and efficiency of a streaming application depend closely on the Smart TV operating system. LG uses webOS, an operating system known for its tabbed interface (launcher bar) that favours speed and horizontal organization. The NOW webOS application has been developed to seamlessly integrate into this environment. The user interface (UX) of NOW on Smart TV is generally clean and divided by active Pass categories, with a clear distinction between Live content (essential for Sports and thematic channels Sky) and On-Demand. Navigation is typically fast, provided the TV hardware (processor and RAM) is sufficient. Comparison with competitive operating systems reveals interesting differences. On Android TV/Google TV (used by Sony, Philips and many others), the NOW app is often integrated deeper with the universal system search features, allowing users to find a NOW movie or TV series directly from the Google TV Home screen, without having to open the specific app. On the other hand, Samsung Tizen OS (the main competitor of LG) offers a comparable running speed to webOS, but the layout of apps and cards can be different. The strength of the NOW UX, regardless of the operating system, lies in its clear thematic subdivision. Sports users, for example, can directly access the ‘Sport’ section and view the live channel schedule (Sky Sport 24, Sky Supercalcio) and the upcoming event calendar. For Cinema and Entertainment, the interface enhances previews with sliding carousel, facilitating the discovery of new titles in the library. A crucial aspect of the U.S. is the management of the Parental Control. Upon registration, NOW provides a vision PIN. On Smart TV, this PIN is required to access classified content as unsuitable for minors, an essential filter for families. The Smart TV application also manages the list of favorite content and the ‘continue to look’ function, syncing progress on all devices. However, users must be aware that, unlike the browser or mobile version, Smart TV interfaces are sometimes limited in terms of advanced account customization or modification to the payment method. The main objective of the TV app is passive use, leaving administrative and purchasing operations to the web portal. This design choice ensures that the experience on the large screen remains focused on vision, reducing distractions and the need for complex remote input.
NOW Challenges & Limits: 4K, Sport Latitude and Competition with Global Platforms
Nonostante la flessibilità e l’accesso al prestigioso catalogo Sky, NOW affronta diverse sfide tecniche e competitive che gli utenti devono considerare. Il limite tecnologico più evidente, rispetto ai concorrenti diretti come Netflix, Amazon Prime Video e Disney+, è l’assenza di contenuti in risoluzione 4K Ultra HD. Nel 2024, con la maggior parte delle Smart TV (incluse tutte le recenti LG) dotate di pannelli 4K, l’impossibilità di vedere i film e le serie TV in UHD rappresenta un significativo gap qualitativo. Anche l’opzione Premium si ferma al Full HD (1080p). Questo limite è particolarmente sentito nella sezione Cinema e, sebbene l’impatto sia minore per lo Sport (dove la stabilità del segnale è prioritaria), l’assenza di un’opzione 4K limita l’attrattiva di NOW per gli utenti di TV di fascia alta che cercano la massima fedeltà visiva. Un altro punto critico è la latenza, specialmente nella visione degli eventi sportivi in diretta. A causa della natura dello streaming OTT, che richiede l’encoding, la distribuzione e il buffering del segnale, la trasmissione di NOW arriva inevitabilmente con un ritardo (latenza) rispetto al segnale satellitare o terrestre. Questo ritardo può variare da 30 secondi a oltre un minuto. Per la maggior parte degli spettatori, questo non è un problema, ma per coloro che seguono i social media o ricevono messaggi da amici che guardano tramite satellite, il rischio di ‘spoiler’ sul gol o sul punto decisivo è reale. Le piattaforme di streaming stanno lavorando per ridurre questa latenza, ma è una sfida intrinseca al modello di distribuzione. Sul fronte competitivo, NOW deve costantemente giustificare il costo dei suoi Pass in un mercato saturo. Sebbene l’offerta Sport sia quasi insostituibile per la copertura degli eventi Sky, i Pass Entertainment e Cinema competono direttamente con catalogo Netflix e Prime Video, che spesso offrono prezzi di base inferiori, funzionalità 4K native e un modello di fruizione completamente on-demand. La strategia di NOW per mantenere la rilevanza risiede nel mantenere esclusivi i contenuti Sky e nel migliorare continuamente l’affidabilità tecnica, specialmente sui dispositivi Smart TV che sono il principale punto di accesso per gli utenti premium. L’utente deve valutare attentamente se la flessibilità mensile e la disponibilità dei canali Live di Sky superino il limite del Full HD e la potenziale latenza dello Sport rispetto alle offerte 4K puramente on-demand della concorrenza.
The Future of Streaming: Aggregation, Customization and Evolution of NOW Devices
Guardando al futuro, la direzione di NOW è strettamente legata all’evoluzione delle Smart TV e alle tendenze generali del settore streaming. Una tendenza chiave è l’aggregazione dei contenuti. I sistemi operativi Smart TV come webOS di LG, Tizen di Samsung e Google TV stanno evolvendo in veri e propri hub di contenuto che mirano a integrare tutti i servizi di streaming in un’unica interfaccia. Questo significa che, anziché aprire l’app NOW, l’utente potrebbe trovare suggerimenti di serie TV o film di NOW direttamente sulla schermata Home del televisore, insieme ai contenuti di altri servizi. Questa integrazione richiede una collaborazione più stretta tra i fornitori di piattaforme (LG, Google) e i fornitori di contenuto (NOW), e migliorerà notevolmente la capacità di scoperta dei contenuti. Parallelamente, NOW sta investendo nella personalizzazione. Gli algoritmi di raccomandazione, basati sull’analisi delle abitudini di visione dell’utente, diventeranno sempre più sofisticati, suggerendo non solo titoli on-demand ma anche eventi live sportivi che potrebbero interessare all’utente specifico. L’analisi dei dati di visione sulla Smart TV è fondamentale per affinare questi modelli predittivi. Un altro elemento cruciale nel futuro di NOW è il suo hardware dedicato, in particolare il dispositivo NOW Smart Stick. Sebbene questo articolo si concentri sull’app nativa per Smart TV, la Smart Stick rappresenta la soluzione per estendere la portata di NOW ai televisori non Smart o ai modelli troppo vecchi per supportare l’app. La Stick è in continua evoluzione, spesso servendo da banco di prova per nuove funzionalità prima che vengano estese alle app Smart TV. Si può ipotizzare che future versioni della Smart Stick e delle app native saranno i primi a introdurre eventuali supporti al 4K, superando l’attuale limite del Full HD. Infine, la convergenza tra TV satellitare e streaming è inevitabile. Sky, proprietaria di NOW, sta spingendo sempre più sull’offerta Sky Glass, un televisore che integra l’accesso a Sky via internet, ma NOW rimarrà probabilmente la sua offerta ‘pura’ di streaming senza hardware proprietario vincolante. Questo posizionamento garantisce a NOW un ruolo strategico nel mercato, agendo da catalizzatore per l’utenza che cerca la massima libertà contrattuale. Per l’utente finale su Smart TV LG, questo futuro significa un’esperienza più integrata, una ricerca dei contenuti semplificata e, si spera, una costante spinta verso una maggiore qualità video e una latenza ridotta per lo Sport, rendendo la piattaforma sempre più all’altezza degli standard visivi offerti dalle televisioni intelligenti moderne.
