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NOW TV vs ITVX Premium UK — 2026

Side-by-side comparison: pricing, content library, 4K, downloads, family features, and which is right for you.

Updated April 2026 · We may earn a commission if you sign up via our links — no extra cost to you.

NOW TV

From £6.99/mo

Try NOW TV →

ITVX Premium

From Free

Try ITVX Premium →

Pricing

Plan	NOW TV	ITVX Premium
Entry (with ads)	£6.99/mo	Free
Ad-free	—	£5.99/mo
4K / Premium	—	—
Downloads	Not available	Not available
Max screens	2 (Premium)	2 (Premium)

Features at a glance

Feature	NOW TV	ITVX Premium
Content library	~3,000+ titles	~3,500+ titles
4K HDR	✗	✓ Premium plan
Dolby Vision	✗	✓ Premium plan
Dolby Atmos	✗	✓ Premium plan
Downloads	— titles	— titles
Simultaneous screens	2 (plan dependent)	2 (Premium)
Kids profiles	✓ Limited	✓
Cancel anytime	✓	✓
Free trial	✗	✗
Annual billing	✗	✗
Live sports	✓ Football, cricket, rugby, F1	✗

Content library

NOW TV

~3,000+ titles

Focus on sports, reality, and HBO content — Sky Atlantic shows, exclusive sports coverage

Game of Thrones

True Detective

Succession

The White Lotus

Chernobyl

Insecure

ITVX Premium

~3,500+ titles

ITV Studios production focus — Coronation Street, Emmerdale, The Chase, Vera, Grantchester, Lorraine

Vera

Grantchester

The Pembrokeshire Murders

A Confession

Marcella

Trigger Point

Family & parental features

NOW TV

✓Parental controls available

✓Content rating filters

✓NOW TV Kids pass (separate subscription)

✓Limited child-focused content compared to competitors

ITVX Premium

✓Parental locks available

✓Content filtering by age rating

✓ITVX Kids section with dedicated content

✓Family-friendly British programming focus

Pros & cons

NOW TV

+Best value for live sports (football, cricket, rugby, F1)

+HBO content immediately after US broadcast

+Month-to-month, no long-term commitment

+Easy to cancel — flexible passes

−Smaller library than Netflix (~3,000 vs ~6,000)

−Limited originals outside HBO franchises

−Only 1 screen on base plan

−All plans include ads

−Less investment in children's content

ITVX Premium

+Best British content and live ITV coverage

+Catch-up on same day as broadcast

+Very affordable at £5.99/month for ad-free

+Free tier available with ads

+Easy cancellation anytime

−Heavy focus on British content, limited international selection

−Smaller library than Netflix/Prime (~3,500 vs ~6,000)

−Less investment in premium originals

−Only 2 simultaneous screens on Premium plan

−Limited 4K content

Which should you choose?

Choose NOW TV if…

→You want the largest variety of shows and films

→You enjoy international TV (Korean drama, Spanish thriller, etc.)

→You want ad-free streaming from £10.99

Choose ITVX Premium if…

→You have children at home

→You're a Marvel, Star Wars, or Pixar fan

→You want 4K HDR at a lower price (£11.99 vs £17.99)

Get both if…

→Your household has mixed tastes

→You watch MCU/Star Wars AND need a broader library

→Combined cheapest tier cost is just £9.98/month

Try NOW TV →Try ITVX Premium →

Cancellation guides

Not sure yet? Both services are easy to cancel — no long contracts.

How to cancel NOW TV →How to cancel ITVX Premium →

Compare with other services

Netflix vs NOW TV →

Frequently asked questions

Is NOW TV or ITVX Premium better value in the UK?

For general entertainment, NOW TV offers a bigger library and more varied genres. ITVX Premium is better value for families and franchise fans — its Premium plan (£5.99/mo) costs less than NOW TV Premium (£20.99/mo).

Can I watch 4K on NOW TV and ITVX Premium in the UK?

Yes, but only on their most expensive plans. NOW TV requires the Premium plan (£20.99/mo). ITVX Premium requires the Premium plan (£5.99/mo). Neither includes 4K on their entry-level ad-supported tiers.

Which has more content — NOW TV or ITVX Premium?

NOW TV has the larger library with ~3,000+ titles in the UK. ITVX Premium has ~3,500+ titles, but with exceptional franchise depth: every Marvel Cinematic Universe film and show, all Star Wars content, Pixar, Disney Animation, and National Geographic.

Do NOW TV and ITVX Premium both allow downloads?

NOW TV allows up to 100 downloads on Standard and Premium plans. ITVX Premium allows up to 25 downloads on the Premium plan. Neither allows downloads on their ad-supported entry tier.

Can I have both NOW TV and ITVX Premium?

Yes. At their cheapest tiers combined cost is just £9.98/month. Many households use NOW TV for variety and adult viewing, and ITVX Premium for family and franchise content.

Still not sure? Let us decide for you.

Our subscription advisor analyses your watchlist and taste to tell you exactly which services you should keep, drop, or try.

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