NOW Italia

NOW Italia is a video streaming product operated by Sky Italia S.r.l. (NOW Italy). This 2026 review covers operator background, the current tier ladder and the buying signals to weigh before subscribing. The service competes in the video streaming category against regional and global alternatives, and the practical decision usually comes down to feature mix, regional availability and renewal economics rather than headline price alone.

Quick facts

• Operator: Sky Italia S.r.l. (NOW Italy)
• Headquarters: Milan, Italy (Comcast Sky parent)
• Public-market status: subsidiary of Sky Group (Comcast Corp., NASDAQ: CMCSA)
• Founded: 2014 (NOW TV Italia rebrand)
• Category: video streaming
• Current tiers: Entertainment Pass / Cinema Pass / Sport Pass / Calcio Pass / Combo bundles
• Anchor price (2026): Entertainment EUR 9.99/month; Cinema EUR 9.99/month; Sport EUR 14.99/month; Calcio EUR 14.99/month; combos discounted

What is NOW Italia?

NOW Italia is a video streaming product that builds its catalog from licensed third-party content combined with operator-funded or operator-licensed originals. Its product surface covers streaming catalog of licensed films and series alongside operator-funded originals or regional exclusives, with the recurring subscription paid through the operator's direct billing or App Store / Google Play / partner-billing surfaces. Customers buy a tier matching their usage profile; the entry tier is suitable for testing the product and higher tiers add features such as mobile, web and Smart TV apps.

Why choose NOW Italia

Operator and ecosystem context

NOW Italia is run by Sky Italia S.r.l. (NOW Italy) out of Milan, Italy (Comcast Sky parent), established 2014 (NOW TV Italia rebrand). That matters because the video streaming category is increasingly consolidated and the operator's ownership structure (public vs. private, parent group, regulatory footprint) shapes how aggressively the product is supported and how stable the subscription terms are over multi-year renewals.

Plan structure and pricing tiers

The tier ladder splits across Entertainment Pass for testing the service, Cinema Pass for everyday use, and Sport Pass for power users or households. Anchor pricing for 2026: Entertainment EUR 9.99/month; Cinema EUR 9.99/month; Sport EUR 14.99/month; Calcio EUR 14.99/month; combos discounted. Consult Subger's true-price tracker for NOW Italia for all-in renewal costs after taxes and FX conversion.

Catalog and content depth

Beyond the headline features, the 2025-2026 differentiator for NOW Italia is 2024-2025 retained exclusive Italian Serie A coverage on Sport+Calcio passes; expanded HBO Max integration for Sky originals like 'The Last of Us'. That gives the subscription a credible roadmap for the year ahead and distinguishes it from operators that are running their video streaming catalog on autopilot.

NOW Italia features that matter in 2026

Highlights of the current feature set:

• streaming catalog of licensed films and series
• operator-funded originals or regional exclusives
• mobile, web and Smart TV apps
• Chromecast and AirPlay support
• offline downloads on mobile
• multi-profile household setup

Buyers should treat this list as a baseline for NOW Italia in the video streaming category — confirm specific feature availability for your region on the operator's site, since some features and tier names vary between countries.

NOW Italia pricing in 2026

Reference pricing for NOW Italia in 2026: Entertainment EUR 9.99/month; Cinema EUR 9.99/month; Sport EUR 14.99/month; Calcio EUR 14.99/month; combos discounted. The tier ladder typically looks like:

Subger pairs the public price with the actual all-in cost (taxes, FX conversion, promotional first-period anchors that step up at renewal):

NOW Italia apps and platform support

Surface availability for NOW Italia can vary by region and tier — confirm current app availability and supported devices on the operator's site before subscribing.

Who NOW Italia fits

NOW Italia is most likely a good match for the following buyers:

• Households that want a focused entertainment catalog with apps across mobile, web and smart tv surfaces — the core target audience for the product.
• The category-focused subscriber who specifically wants streaming catalog of licensed films and series from a video streaming operator rather than a generalist platform.
• The household subscriber evaluating the tier ladder (Entertainment Pass / Cinema Pass / Sport Pass) and willing to pay up for operator-funded originals or regional exclusives.
• The cross-device user who needs apps across the surfaces listed above plus a credible upgrade path as new devices are added.
• The price-sensitive shopper who wants to track promotional anchors via Subger's true-price tracker and deals page before committing to annual billing.

Frequently asked questions

What is NOW Italia and who runs it?

NOW Italia is a video streaming product operated by Sky Italia S.r.l. (NOW Italy) headquartered in Milan, Italy (Comcast Sky parent), founded 2014 (NOW TV Italia rebrand). It is sold via direct subscription on the operator's website and apps, with payments processed through the operator's billing surfaces.

How much does NOW Italia cost in 2026?

Current tiers are Entertainment Pass, Cinema Pass, Sport Pass, Calcio Pass, Combo bundles. Anchor reference pricing for 2026: Entertainment EUR 9.99/month; Cinema EUR 9.99/month; Sport EUR 14.99/month; Calcio EUR 14.99/month; combos discounted. Confirm the live regional price on the operator's site before committing, since promotional cycles and FX conversion can shift the all-in renewal cost.

Is there a free tier or free trial for NOW Italia?

There is no perpetual free tier listed publicly for the standard NOW Italia subscription; the operator may run introductory trials periodically. Check the live signup page for current trial promotions.

Where is NOW Italia available?

Availability follows the operator's licensing and service footprint anchored on Milan, Italy (Comcast Sky parent). Confirm regional availability on the official site before subscribing, especially for products that have country-specific catalog or pricing rules.

What 2025-2026 features set NOW Italia apart right now?

The current 2025-2026 differentiator is 2024-2025 retained exclusive Italian Serie A coverage on Sport+Calcio passes; expanded HBO Max integration for Sky originals like 'The Last of Us'. Together with the headline features listed above, that gives buyers a concrete signal that the subscription is being actively developed rather than coasting on a legacy catalog.

Which devices and platforms does NOW Italia support?

Coverage spans the surfaces shown in the platform table above. The current mobile, web and (where applicable) Smart TV apps are the recommended way to consume the service; older devices may be deprecated in successive releases as the operator focuses engineering effort on supported platforms.

How do I cancel NOW Italia?

Cancel through the account or subscription settings on the surface where you bought the plan: the operator's website for direct subscriptions, the App Store or Google Play for in-app purchases, or the partner billing portal for bundled subscriptions. Subger's cancellation guide for NOW Italia walks through each route step-by-step.

Does NOW Italia offer a family or multi-user plan?

Family or multi-account structures depend on the tier. The Combo bundles tier commonly adds multi-profile or multi-device support; the entry Entertainment Pass tier may restrict simultaneous usage. Confirm the per-tier seat limit on the live pricing page before committing to annual billing.

Is NOW Italia worth it compared to video streaming alternatives?

Value depends on three factors: the specific feature mix you'll use (see the features list above), the regional price after taxes (Subger's true-price tracker for NOW Italia reconciles the headline price with the actual all-in renewal cost), and the credibility of the operator's 2025-2026 roadmap. Buyers should weigh these together rather than relying on headline price alone.

How can I track price changes for NOW Italia?

Subger's renewal tracker for NOW Italia records list-price changes plus promotional anchors over time. Pair it with the deals page for current discount codes and the promo codes page for stackable savings at signup.

Get started with NOW Italia

Confirm the current regional price on the operator's site (Entertainment EUR 9.99/month; Cinema EUR 9.99/month; Sport EUR 14.99/month; Calcio EUR 14.99/month; combos discounted), choose the tier that matches your usage (Entertainment Pass, Cinema Pass are the most common starting points), and check Subger's deals page for NOW Italia for promotional anchors before completing checkout. Track the subscription's true renewal cost with the true-price tracker once you're signed up.

Related Subger guides

• Cancel NOW Italia guide
• Latest NOW Italia deals
• NOW Italia promo codes
• NOW Italia true price and renewal tracker
• Browse the video streaming category hub
• All services on Subger