The subscription effectively buys access to the Sky Movies library; the equivalent subscription for Sky Sports costs another £9.99 per day.
“We’re playing our hand on NOW TV to find what is the sweet spot in terms of pricing,” said BSkyB chief executive Jeremy Darroch. “Generally these over-the-top services are coming in at these lower price points, so we decided to go with the lower price.” Darroch said there were no signs of canabalisation, though the broadcaster was keeping a close eye on the potential risk.
Earlier this week Sky launched its NOW TV box at retail. The Roku-based streaming unit can be purchased in branches of John Lewis, Currys PC World and Argos. It has been available on mail order since July.
NOW TV launched in March 2012; BSkyB does not separate figures between NOW TV and its DTH satellite service.