NOW TV Finally Add 4K and HDR Video Streaming via Ultra Boost UPDATE
The Sky-owned broadband ISP and UK video streaming provider, NOW TV, has finally put right one of its biggest weaknesses by introducing support for 4K (UltraHD – 3840 x 2160 pixels) and HDR (High Dynamic Range) video quality via the launch of their new Ultra Boost. But this is a Sky company, so it’s not cheap, and device support may be an issue for some.
Gripes about the video quality of NOW TV’s streaming service are nothing new, particularly since their standard Entertainment Plan only comes with a piddling resolution of 720p to view a single stream, and that’s after already stumping up £9.99 per month. But they then require you to pay an extra £6 per month for the regular ‘Boost’ add-on just to get the now common 1080p HD (High Definition) standard.
By comparison, the new ‘Ultra Boost‘ will set you back an extra £9 per month and, when compared with the regular ‘Boost’, it adds support for Up to 4K Ultra HD HDR, Dolby Atmos sound, and you can also watch three streams at the same time. Both Boost and Ultra Boost will also allow all the Sky Sports channels to stream at 50fps (frames per second). But take note that not all of NOW TV’s channels are available in 4K.
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Core NOW TV Plans Compared
| Standard | Boost | Ultra Boost | |
|---|---|---|---|
| Streaming quality | 720p | Full HD 1080p | Up to 4K Ultra HD HDR |
| Sound quality | Stereo | Dolby Digital 5.1 | Dolby Atmos |
| Ad-free streaming | No | Yes* | Yes* |
| Number of streams | 1 person can stream at a time | 2 people can stream at a time | 3 people can stream at a time |
* Cinema, Entertainment and Sports Members can watch on-demand shows, movies and sport without ads. (You’ll still get ads on live channels, and see promotional trailers for shows, movies and events you can access.)
However, customers that opt to pay for the 4K boost instead of the regular boost will need an HD or 4K UHD TV that supports HLG, HDR10 or HDR10+, with an HDMI port that supports HDCP 2.2 (not all HDMI 2.0 ports support this).
Some devices will support this, but a lot of others won’t (more details), including some relatively modern devices and TVs. For example, most games consoles aren’t compatible, except Sony’s PS5. Similarly, PCs, MACs and mobile devices aren’t supported either. Credits to two of our readers (Reece and Mike) for the news tip.
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UPDATE 9:05am
Some of NOW TV’s customers (credits to Big Dave) with the regular ‘Boost’ have indicated that they’ve been given access to the Ultra Boost as a “gift” for no extra cost as part of a limited trial period (unspecified).
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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So will they now have HD included in the price? Crazy that in this day and age, people still have to pay extra for HD. I dropped now Tv years ago and the chance of me using it again is slim.
More choice these days than when I was using Now TV.
Interesting, just been in to my Now account and it seems they are giving existing Boost members Ultra Boost for the same £6.00 as “Our gift to You” for a trial period (unspecified).
Quite disappointed that this is being used as a way to charge yet more money, just like Disney and Netflix. I recently quit NOW due to increasing playback issues on my LG TV anyway so I guess I’m saving another £3 now.
To be fair to Now, I to got the free (for now) upgrade to Ultra Boost, and also I was due to lose the 6 months half price on standard channels & movies and I was offered another 6 months half price on the standard channels and when I went to remove movies, after about 4 “are you sure” messages they then offered that again for half price for 6 months, so standard channels & movies with ultra boost 4k for about £16 a month.
I’ve been doing that with the sports package and getting it at £20 a month (plus Boost). Once I had to go through and stop it then a couple of days later with an offer. You just have to play chicken with them.
I seem to have this Ultra Boost applied to my account? It doesn’t state it’s at a low cost. Hmm. I’ll need to see if my devices are compatible with it. I do like Now TV as it’s purely digital and to get an offer you just go through cancelling online until it gives you an offer. Not like Sky where you have to have a negotiation with some sales rep for an hour. Plus Now TV is no contract of course.
My account has given me the Ultra Boost without asking, but no mention of a free trial or discounted period.
Just go into your now account on PC or tablet. Go to manage account and it should be there.
Sorry, I mean that I’ve done that and it says I’m on Boost Ultra, but that it costs £9 a month and there is no mention anywhere of a special discount or trial price.
NOW have gifted me the ultra boost however
I have Apple TV 4K 1st Gen & LG 4K TV that only has hdmi 2.0 neither of them compatible so can’t use the ultra boost 🙁
Doesn’t the LG TV NowTV app support UHD?
The uplifts are not too bad if you compare with Netflix who charge +£6 for no ads and a whopping +£13 for 4K. And on Netflix most of the Hollywood movies they have are not licensed to be streamed in 4K so it’s actually quite a disappointing service (and the reason I don’t have it). It will be interesting to see how much of Sky’s content is actually in 4K – I guess this is why they have such strict technical requirements? It’s coming from the studios. I did also get the discounted Ultra upgrade and according to the FAQ this will be until cancelled – although I suppose that can change.
I will pass on this thank you very much. I would rather buy once and own forever.
I will continue to buy 4K Blu-ray Disks instead. I Get the best audio and video quality available with no buffering unlike trying to stream from my sub par ADSL service costing over £50 per month.
Not only do I own my content but also have the benefit of NOT having a reoccurring monthly payment. I can also watch my content in the best quality possible and create my own media server for the convenience factor should I choose to do so.
I’ve been there too with Plex and my own rips.Still stream though because it’s such an easy option
I’m starting to wonder if this is an indication from Sky that they no longer wish to be in the hardware game at all. Having watched the Hundred Cricket in 4K on my 2019 Samsung QLED TV (the picture performance was superb) it strikes me that this somewhat undermines their stream products. Idle speculation, but I could see the Now TV and stream products being merged into a Sky Stream App that runs on Smart TVsi/Game Consoles/Firestick etc with a lot of potential cost savings for Sky.