Now TV tests new Apple TV app in an effort to catch Amazon, Netflix in the UK

Andy Boxall

In App Business, App Data. August 9, 2018

Now TV, the U.K. streaming video service, is apparently preparing to release a version of its iOS app for the new Apple TV. Currently, Now TV is accessible on Apple TV boxes with a ported version of the mobile app, which has not been regularly updated.

An advert recruiting beta testers for the new app has revealed the company’s plans. The ad states it wants owners of the 4th generation Apple TV and Apple TV 4K to, “trial a new Now TV app,” according to 9to5Mac.

A Now TV app built around tvOS may include many of the features missing from the current version, which doesn’t use Siri or Apple’s own Search system, and will likely be regularly updated after release. Now TV has not updated the existing version.

Now TV is owned by Sky. In a recent Ofcom survey, 6% of those who watch online content used the service, which beat Sky’s other streaming service Sky Go. However, Netflix took 28%, YouTube took 17%, and Amazon Prime 12%.

There are 15.4 million subscribers to Now TV, Netflix, and Amazon Prime in the UK, with Now TV seeing 50% subscriber growth in 2017 to end that year with 1.5 million subscribers alone.

There are no official details on the app’s release from Now TV.