Bringing Sky's streaming service to Apple's set-top box doesn't have to feel like navigating a maze. If you want to watch blockbusters, live sports, and box sets on your living room screen, setting up NOW (formerly NOW TV) on an Apple TV HD or Apple TV 4K is straightforward once you know the exact steps.
You'll need a compatible hardware version, an active internet connection, and an account to get started. This guide walks through installation requirements, membership choices, billing quirks, and fixes for common playback hurdles.
Compatible Apple TV Models and Requirements
Before you search the App Store, verify your hardware. The NOW app requires specific tvOS versions and hardware generations to function correctly.
- Apple TV 4K: All generations support the app, with recent versions offering high-definition streams and high frame rate options depending on your subscription tier.
- Apple TV HD (4th Generation): Fully compatible, provided your device runs an updated version of tvOS.
- Older Models: Apple TV 2nd and 3rd generation devices do not support the modern NOW application because they lack an independent app store. If you own one of these legacy units, you'll need to airplay content from an iPhone or iPad, or upgrade your streaming hardware.
Check your software version by opening the Settings app on your Apple TV, navigating to System > Software Updates, and installing any pending updates.
Step-by-Step Installation Guide
If you're setting up the app for the first time, the process takes only a few minutes.
- Turn on your television and navigate to the main Home Screen of your Apple TV.
- Open the App Store icon.
- Use the on-screen search tool to look for "NOW".
- Select the official app published by NOW and click Download or the cloud icon to install it.
- Launch the app from your home screen.
- Select Sign In if you already have an account, or choose a show to prompt an on-screen sign-up flow.
When signing up directly through the app, your monthly membership fee will be charged straight to your Apple ID account.
Choosing Your Memberships and Understanding Billing
NOW operates on a flexible, contract-free model split into different passes. You can mix and match depending on what you want to watch.
- Entertainment Membership: Covers Sky Originals, drama series, and box sets.
- Cinema Membership: Gives access to premiere movies on demand.
- Sports Membership: Streams live sports channels across football, cricket, F1, and more.
- Boost / Ultra Boost: Add-ons that unlock higher streaming resolutions, ad-free on-demand content, and multiple simultaneous streams.
Managing Apple Billing vs. Direct Billing
If you subscribe through your Apple TV app, Apple handles your billing. That means you can't apply promotional discount vouchers purchased directly from the NOW website. To cancel or modify an Apple-billed membership, you must go to the Settings app on an iOS device or your Apple account subscriptions page rather than your web browser account page on the official NOW website.
Common Mistakes to Avoid
Many users run into minor roadblocks due to regional restrictions or account mix-ups. Keep these pitfalls in mind:
- App Store Region Mismatch: The NOW app is primarily designed for UK and Irish markets. If your Apple ID region is set to the United States or another unsupported region, the app won't appear in your local App Store.
- Forgetting Simultaneous Stream Limits: Standard accounts limit how many screens you can use at once. If other family members are streaming on tablets or smart TVs, your Apple TV might display a max-devices error until you close a stream elsewhere.
- Expecting Vouchers to Work on Apple Billed Accounts: If you grabbed a discount code online, ensure you link it via a direct web browser login before attempting to watch on Apple TV, as in-app purchases lock you out of code redemptions.
Troubleshooting Playback and App Freezes
When streams stutter, buffer endlessly, or refuse to load, try these targeted fixes:
- Force Close the App: Double-click the TV/Control Center button on your Apple Remote, swipe up on the NOW app preview to force-quit it, then relaunch it.
- Restart the Apple TV: Unplug your streaming box for 30 seconds, then plug it back in to clear corrupted cache files.
- Check Network Speeds: Live sports and high-definition movies require stable bandwidth. Run a network test via Apple TV settings to ensure you have at least 15 Mbps for HD streams.
You can also consult official documentation on the Apple Support page for hardware-specific audio and video sync adjustments.
Frequently Asked Questions
Can I watch live television channels on Apple TV?
Yes. Depending on your active passes, you can stream live entertainment channels and sports networks directly through the live guide tab inside the app.
Why is my video quality stuck in standard definition?
You likely need to purchase a Boost or Ultra Boost add-on to unlock 1080p or 4K streaming capabilities for your profile.
Can I use the same account on non-Apple devices?
Yes. Your login details work across more than 60 supported devices, including smart TVs, games consoles, and Android phones, regardless of whether your payment goes through Apple or directly through the provider.
What should I do if my remote scrub controls skip too far?
Go to your Apple TV settings menu and adjust the remote trackpad sensitivity from fast to slow to gain finer control over fast-forwarding and rewinding.
