NOW TV (Italy)
Verified sports broadcast rights, direct live channels, and cord-cutting subscription review.
Expert Review & Verdict
Stream2Watch Sports Editorial Desk • Audited October 2026
The Verdict
Our Verdict: NOW operates as the primary contract-free streaming subsidiary of Sky Italia. It provides a modular alternative to traditional satellite television, allowing users to subscribe to Entertainment, Cinema, or Sports passes independently. The Pass Sport is the platform's most significant asset, delivering Full HD, ad-free access to all Sky Sport channels, making it a primary destination for Serie A, Formula 1, and MotoGP viewers. The infrastructure is reliable, and the 7-day free trial lowers the barrier to entry. However, standard pricing reverts to higher rates after initial promotional periods, and the service enforces strict geo-blocking, rendering it inaccessible to users outside of Italy.
Best For
- Fans following official match fixtures across English Premier League, French Open, German Bundesliga, Italian Serie A.
- Viewers tracking dedicated live coverage in our Volleyball, Soccer, Motorsports schedule hubs.
- Cord-cutters who demand reliable 60fps HD or 4K video feeds directly from official broadcast servers.
- Viewers wanting contract-free monthly flexibility without long-term commitments.
- First-time subscribers looking to test broadcast quality risk-free with a 7-day free trial.
Pricing Reality
Subscriptions start from €4.99 - €7.99 / month. Compared to traditional cable packages, NOW TV (Italy) delivers significant monthly savings.
- Strictly month-to-month billing: activate for your sport's active season and pause anytime.
- Eligible new accounts can test service reliability with a 7-day free trial.
- Annual plan discounts are typically offered for year-round fans looking to lower their effective monthly spend.
Technical Performance
- Resolution: 1080p 60fps Full HD with adaptive bitrate delivery to prevent buffering.
- Simultaneous Screens: Up to 2 screens at once for household viewing.
- DVR & Replays: Cloud DVR & on-demand match replays for catching fixtures after work.
- Supported Devices: Works natively on Mobile (iOS/Android), Web Browser, Apple TV, Google TV, Amazon Fire TV.
In-Depth Platform Analysis & Coverage
NOW functions as the direct-to-consumer over-the-top (OTT) streaming platform for Sky Italia. Launched to provide flexibility without long-term satellite contracts, the service allows subscribers to mix and match specific content verticals without bundling requirements.
The Pass Entertainment and Pass Cinema tiers provide ad-free access to Sky Originals, US network imports, and a rotating library of theatrical films, with select titles supporting 4K Ultra HD. The Pass Sport is the most robust, streaming all dedicated Sky Sport channels in 1080p Full HD without commercial interruption during live events. This includes comprehensive rights to Serie A football, Formula 1, MotoGP, and EuroLeague basketball.
The platform supports streaming on two simultaneous devices and offers native applications for major smart TV operating systems, mobile devices, and streaming sticks. The primary limitations are geographic and structural. Strict IP-based geo-blocking prevents account usage outside of Italy. Additionally, while the rolling monthly contracts offer flexibility, the standard non-promotional pricing for the sports pass is positioned as a premium add-on, and customer support for billing disputes is centralized through Sky Italia's standard channels.
What We Like (Pros)
- Eliminates long-term contractual commitments and early termination fees (on standard plans)
- Delivers comprehensive, ad-free live sports coverage rivaling traditional satellite
- Reliable, high-bitrate streaming infrastructure managed by Sky Italia
- 7-day free trial allows users to test service compatibility before billing
- Aggressive promotional pricing for new subscribers lowers initial entry cost
What to Consider (Cons)
- Strict geo-blocking prevents access for users traveling or residing outside Italy
- Standard pricing increases significantly after initial 12-month promotional periods expire
- Lacks advanced interactive sports features such as multi-camera angle switching
- Sports blackout rules apply to certain fixtures based on regional broadcasting rights
- Customer support for billing disputes is centralized, which can involve extended wait times
Subscription Packages & Pricing
- Ad-free streaming of all on-demand entertainment content
- Early access to Sky Original series prior to linear broadcast
- Multi-device compatibility across mobile, web, and smart TV platforms
- Month-to-month billing with the ability to cancel without penalty
- Ad-free streaming of the complete Sky Cinema catalog
- Access to premiere movies shortly after their theatrical window closes
- Select titles available in 4K Ultra HD and HDR resolution
- Download functionality for offline viewing on supported mobile devices
- Live streaming of all Sky Sport channels in Full HD (1080p)
- Complete live coverage of Serie A, Formula 1, and MotoGP
- Ad-free viewing experience during all live sports broadcasts
- Option for a 12-month commitment or no commitment
Live & Upcoming Matches on NOW TV (Italy)
Live sporting fixtures scheduled on NOW TV (Italy) carried channels and tournaments.
Recently Aired Matches on NOW TV (Italy)
Recent sports matches and tournament games previously broadcasted across NOW TV (Italy) channels.
Live TV Channels & Station Lineup
Official television networks and sports broadcast feeds carried by NOW TV (Italy).
Where NOW TV (Italy) is Available
Select your regional sports TV hub to browse local channels and schedules.
Supported Devices & Streaming Apps
Native applications and verified hardware compatibility for NOW TV (Italy).
Frequently Asked Questions
How much does NOW TV (Italy) cost?
NOW TV (Italy) starts from €4.99 - €29.99 / mo. All plans operate on a flexible cancel-anytime monthly basis.
What sports can I watch on NOW TV (Italy)?
NOW TV (Italy) broadcasts official live coverage for Soccer, Motorsports, Basketball, Volleyball, Tennis, including Serie A, Formula 1, MotoGP, EuroLeague Basketball.
What devices can I use to stream NOW TV (Italy)?
NOW TV (Italy) is supported on Mobile (iOS/Android), Web Browser, Apple TV, Google TV, Amazon Fire TV, Smart TVs (Samsung/LG/Sony/Vizio), and more.
Is NOW TV (Italy) a legitimate, official sports service?
Yes. NOW TV (Italy) is a fully licensed, authenticated streaming service holding official broadcasting rights. Stream2Watch only lists authorized platforms.