Now TV has been cleared for distribution in the Apple App Store. Apps for the BSkyB-backed internet service are now available for both iPad and iPhone via 3G and Wi-Fi.
Initially Now TV is offering a selection of content from Sky Movies, but sport and entertainment streams are slated to be introduced later in the year.
The Sky Movies pass is priced at £15 (€19.2) per month – double that of similar services Netflix and Lovefilm – but drawing on the pay-TV operators library and earlier release windows.
Movies are available from major Hollywood studios such as Disney, Fox, Paramount, Sony, Warner Bros, and Universal.
A pay & play option is also available with titles priced between 99p and £3.49.
In addition to the Apple iOS devices, YouView and Xbox will be added later this summer and Now TV will continue to develop for other platforms and devices, including Sony PlayStation 3 and Roku streaming player.