B will take on Netflix and Lovefilm with its latest living room offering, with 10 of its top premium channels for a pay-as-you-go monthly fee of just £4.99.
This is the first time that Sky has offered access to its premium channels without signing up to a monthly contract and moves the company further into the online TV market.
Sky Atlantic, Disney and Fox will all be available via the NOW TV service which also offers access to Sky’s library of on-demand movies and sport.
“Millions of people can now go online to watch some of the best entertainment channels, including Sky 1, Sky Atlantic and Comedy Central. NOW TV offers pay-as-you-go access to brand new episodes of home-grown British shows and the biggest and best US series for anyone with broadband,” said NOW TV director Gidon Katz.
The NOW TV service is currently available through Sky’s website, the PS3 and on televisions with Sky’s £10 NOW TV Box. Over the coming months Sky will roll out the service to smartphones and smart TVs.
During Sky’s fourth quarter results in July the company outlined plans to extend its reach into new segments of the market, including online television.
“Investment [in this area]... will enable us to meet the growing customer demand for new services and drive greater returns from increased take-up of higher-tier packages.”