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NOW Subscribers to Lose Multi-Screen and Face Ads, Unless They Pay

From next month, NOW subscribers will lose their ability to watch on multiple screens simultaneously and face adverts on on-demand video content unless they pay extra for the Boost add-on.

Broadband and pay-TV provider NOW, which rebranded from NOW TV in March, notified customers of the shakeup earlier this month.

Currently, all subscribers can watch content on two screens simultaneously—an essential feature for households with warring TV tastes and a range of connected devices. From 15 July, all standard subscribers will be limited to a single screen. To unlock more screens, you’ll need to add the Boost extra onto your account, for an additional £5 per month.

But if you are a Boost subscriber, NOW is making it easier to switch between those screens. Currently, you’re limited to three devices swaps per month. From 15 July, you’ll be able to add devices as many times as you like, with a six-device list updated on a rolling basis.

Additionally, all customers who sign-up or rejoin from 15 July, in addition to all customers without Boost, will be subject to adverts when they watch on-demand video content. 

Currently, NOW plays adverts on live services provided by parent company by Sky but not on its on-demand content. That will change from July, although NOW hasn’t clarified whether the adverts will play before the on-demand content, after it or in intervals throughout. To avoid seeing new adverts, you’ll need to add Boost to your account.

To add insult to injury, Boost will be rising in price for anyone who doesn’t already have it—from £3 per month to £5. Customers who have already added the Boost premium service to their bill by 15 July will continue paying the lower rate. So if you want to avoid seeing adverts and retain your multi-screen privileges for less, sign up to Boost before 15 July.

Boost already lets customers view content in HD. From July, they’ll also get 5.1 Surround Sound and sports channels rendered in 50fps.

Other households will benefit from the changes. The price of the Cinema Membership will fall from £11.99 to £9.99 per month from 15 July. Additionally, NOW already merged its Kids Membership, providing children’s content, with its Entertainment Membership from 8 June at no extra cost to customers. The standalone Kids Membership, which cost £3.99 per month, is no longer available.

NOW says the shakeup will impact all two million of its customers. But because NOW doesn't have contracts, if you’re disgruntled by these changes, you can leave at any time without paying a penalty fee.

A spokesperson for NOW said: “Having recently relaunched our brand, we are continuing this transformation by taking the opportunity to simplify our membership options providing more value for our members."

Lauren Smith
Lauren Smith

Lauren Smith has worked as a journalist and copywriter for most of the last decade, covering technology, energy, and consumer rights, in the US and UK.

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