Yahoo Entertainment is committed to finding you the best products at the best prices. We may receive a share from purchases made via links on this page. Pricing and availability are subject to change.
The subscription service has also dropped its primary-coloured branding in favour of a classy racing green hue to celebrate the new name.
The rebrand, which will be supported by a nationwide ad campaign, also heralds a change in its subscriptions which will now be referred to as 'Memberships' rather than 'Passes'.
Marina Storti, Managing Director at NOW, explained the refresh: “NOW has always been the home of quality entertainment and our new brand evolution ensures that, even in a hectic world, no one misses out on the entertainment they love.
"By moving from NOW TV to NOW, we marry our world-class quality with brilliant simplicity. This immediacy creates a true destination and community for those who love and live for the best entertainment."
The streaming service, which is available in the UK, ROI, Italy and Germany, offers a number of contract-free Memberships allowing users to pick and choose the type of content they watch on a monthly basis.
Entertainment, Cinema, Sports, Kids or hayu Memberships allows users to stream instantly across TV, mobile, desktop and over 60 other devices from £3.99 a month.
Members can also enhance their experience with NOW Boost which gives full 1080p HD, Dolby Digital 5.1 Surround Sound and streaming on up to 3 devices at once, for an extra £3 a month.
NOW TV was launched by Sky in 2012, designed as a platform for people without existing TV subscription packages, initially offering only movies. It added sports in March 2013, and then entertainment channels in October the same year.
With AT&T making plans to launch HBO Max internationally in the future, Sky – and by proxy – NOW looks likely to lose its lucrative access to new HBO shows in the future, and is already ramping up its original output in response.
Watch: NOW TV's most exciting March premieres