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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.

N
NOW TV
From £6.99/mo
Try NOW TV
I
ITVX Premium
From Free
Try ITVX Premium

Pricing

PlanNOW TVITVX Premium
Entry (with ads)£6.99/moFree
Ad-free£5.99/mo
4K / Premium
DownloadsNot availableNot available
Max screens2 (Premium)2 (Premium)

Features at a glance

FeatureNOW TVITVX 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 screens2 (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
Cancellation guides

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

Compare with other services

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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