Sky in the UK has added pay-as-you go sports content to its over-the-top service Now TV.
From today, viewers can buy 24-hour unlimited access to all six of the Sky Sports channels for £9.99 (€11.68) – giving them access to content such as Barclays Premier League football, Formula 1 racing and The Masters golf without a Sky Sports subscription.
Now TV director Simon Creasy hailed the launch as a “landmark moment” for sports fans. “For the first time you can get great value, commitment-free access to Sky Sports, all at the touch of a button.”
Sky began trialling its sport offering last month. It already offers Sky Movies content via Now TV, but on a pay-monthly subscription, rather than a 24-hour pay-as-you go, model.
Sky launched Now TV last year to rival OTT services like Netflix. Users are not locked into long-term contracts and can access content online and via a range of devices, including Xbox 360 games consoles, iPads and Android phones.