Now Kids — Overview & Pricing

What is NOW Kids?

NOW Kids is operated by Sky UK Limited, headquartered in London, United Kingdom (parent Comcast Corp.) and founded in 2012. The business operates as part of Sky (Comcast Corp., NASDAQ: CMCSA). Sitting alongside Disney Junior, Cartoon Network, BBC iPlayer Kids and other kid-targeted on-demand services, the product is sized for United Kingdom (parent Comcast Corp.) customers as well as the broader regional market its parent serves.

Quick facts

• Operator: Sky UK Limited
• Headquarters: London, United Kingdom (parent Comcast Corp.)
• Founded: 2012
• Ownership / status: part of Sky (Comcast Corp., NASDAQ: CMCSA)
• Entry price anchor: bundled inside NOW Entertainment £9.99/month
• 2025-2026 product update: 2025-2026 Sky/NOW expanded its kids' on-demand catalog with rolled-up Sky Kids originals and integrated parental Kids Mode profile across the NOW app

Why people subscribe to NOW Kids

NOW Kids's subscriber base sticks around for a mix of catalog breadth, ecosystem lock-in, and the local-market specificity that Sky UK Limited brings to the offering.

Local-market fit

Because Sky UK Limited is anchored in London, United Kingdom (parent Comcast Corp.), NOW Kids is built around the linguistic, regulatory, and payment-rail realities of its primary footprint. That makes it materially easier to use than a globalized rival for the market it serves.

Specific named features

Subscribers most commonly call out the following capabilities:

• Nickelodeon and Cartoonito catch-up
• Sky Kids exclusives
• PAW Patrol, Bluey, SpongeBob
• Profile-locked kids mode
• Cast to Chromecast/Apple TV
• Watch on mobile/web/Smart TV

A concrete 2025-2026 update

2025-2026 Sky/NOW expanded its kids' on-demand catalog with rolled-up Sky Kids originals and integrated parental Kids Mode profile across the NOW app This is the single most visible product change since NOW Kids was last covered in mainstream press, and it is the main reason new subscribers are signing up in 2025-2026.

Pricing and plans

NOW Kids's pricing anchors at bundled inside NOW Entertainment £9.99/month. The tier ladder published by Sky UK Limited is summarized below; final prices vary by country, promotional period, and bundling.

Free trial and refund policy

Refund and trial terms are set by Sky UK Limited and surface inside the signup flow. Subger does not act as a reseller; for current refund terms, consult the operator's published terms of service.

What the anchor price gets you

At bundled inside NOW Entertainment £9.99/month, subscribers get the entry tier's allowance of NOW Kids's catalog and feature set. Higher tiers unlock the deeper benefits enumerated above.

Programming for kids

Sitting alongside Disney Junior, Cartoon Network, BBC iPlayer Kids and other kid-targeted on-demand services, NOW Kids differentiates on the specific feature mix listed above. The product is not trying to be a global generalist; it is sized for a specific market and audience.

Strengths

• Deep local-market integration in United Kingdom (parent Comcast Corp.)
• Specific named features above (not generic 'feature breadth' marketing)
• Active 2025-2026 product investment per 2025-2026 Sky/NOW expanded its kids' on-demand catalog with rolled-up Sky Kids originals and integrated parental Kids Mo

Trade-offs to weigh

• Smaller catalog or footprint than the global category leaders
• Pricing and availability vary outside United Kingdom (parent Comcast Corp.)
• Customer support is mostly in the local language

Platforms and device support

NOW Kids is published by Sky UK Limited across the standard consumer device matrix.

Mobile and web

iOS and Android apps plus a web product are the primary entry points. The web flow at the operator's main domain is typically the cleanest path for first-time signup.

Smart TV, console, and out-of-home

Where the product type warrants it (streaming, music, kids' content), NOW Kids ships Smart TV apps for Samsung Tizen, LG webOS, Android TV, and Apple TV, plus Chromecast and AirPlay casting.

Operator and corporate context

Sky UK Limited, headquartered in London, United Kingdom (parent Comcast Corp.), is part of Sky (Comcast Corp., NASDAQ: CMCSA). The corporate parent matters because product investment, content licensing, and regulatory exposure all flow through it.

Corporate parent

part of Sky (Comcast Corp., NASDAQ: CMCSA). This shapes how aggressively NOW Kids can fund new product, sign content deals, and underwrite regional expansion.

Regulatory footprint

Operating from London, United Kingdom (parent Comcast Corp.), NOW Kids is bound by the applicable consumer-protection, data-protection, and sector-specific regulations of its home jurisdiction. Subscribers outside that jurisdiction may have different rights and remedies.

Who is NOW Kids a good fit for?

Best fit

Subscribers in or close to United Kingdom (parent Comcast Corp.) who value the specific features listed above and want a product built for their language and payment rails.

Less obvious fit

Out-of-region users who specifically want the NOW Kids catalog or feature set. Travel and VPN can complicate access; check Sky UK Limited's terms.

Not the right fit

Users who need a globally consistent product available in every market. The global category leaders are a better choice there.

Frequently asked questions

Who owns and operates NOW Kids?

NOW Kids is operated by Sky UK Limited, headquartered in London, United Kingdom (parent Comcast Corp.). Ownership status is: part of Sky (Comcast Corp., NASDAQ: CMCSA).

When was NOW Kids founded?

2012. The product has been on the market for over 14 years.

How much does NOW Kids cost?

The entry anchor is bundled inside NOW Entertainment £9.99/month. The full tier ladder is published by Sky UK Limited; see the pricing section above.

Is NOW Kids available outside United Kingdom (parent Comcast Corp.)?

Availability outside the home market depends on licensing and regulatory permissions set by Sky UK Limited. Some products are geo-restricted.

What's new in 2025-2026?

2025-2026 Sky/NOW expanded its kids' on-demand catalog with rolled-up Sky Kids originals and integrated parental Kids Mode profile across the NOW app

How does NOW Kids compare with the global category leaders?

Sitting alongside Disney Junior, Cartoon Network, BBC iPlayer Kids and other kid-targeted on-demand services. NOW Kids differentiates on local-market fit, specific feature mix, and direct ownership by Sky UK Limited.

Does NOW Kids offer a free trial?

Trial and refund terms are set by Sky UK Limited inside the product signup flow. Subger does not act as a reseller.

How do I cancel my NOW Kids subscription?

Cancel through your account settings inside the NOW Kids app or web product, per Sky UK Limited's standard cancellation flow. Subger publishes step-by-step cancel guides where the operator allows them.

What devices does NOW Kids support?

iOS, Android, and the operator's web product as the primary entry points, with Smart TV/console support where the product type warrants it.

Is NOW Kids regulated?

As a Sky UK Limited product operating out of London, United Kingdom (parent Comcast Corp.), NOW Kids is bound by the consumer-protection and data-protection regulations of its home jurisdiction.

How to get started with NOW Kids

Sign up directly through Sky UK Limited's product. The web product is typically the easiest first-time signup path; mobile in-app purchases are also supported for most consumer SKUs.

Recommended next steps

1. Confirm regional availability for your market. NOW Kids is published by Sky UK Limited primarily for the United Kingdom (parent Comcast Corp.) market and adjacent regions.
2. Review the published tier ladder against your actual usage. The bundled inside NOW Entertainment £9.99/month entry anchor is the right starting point unless you specifically need premium-tier features.
3. Start at the entry tier and upgrade only if you hit a real limit. Most subscribers find the entry tier sufficient for the first 30-90 days of use.
4. Track renewals using Subger's renewal tracker so you do not get caught by silent price increases at renewal time.
5. If you need to cancel, follow the operator's published flow inside the NOW Kids account settings. Subger documents the published flow for the services we cover.

Related on Subger

• Browse the full kids-streaming category
• Cancel guides
• Compare subscriptions
• True-price renewal tracker
• Promo codes and deals