Sky has reduced the monthly subscription cost of its NOW TV VoD service from £15 (€17.60) to £8.99, to more closely match rivals.

The NOW TV website says the service will allow users to “Watch more of the latest and biggest movies 12 months before Netflix or Lovefilm Instant… Unlimited blockbusters whenever you want. No strings. No contract.”

“We’re playing our hand on NOW TV to find what is the sweet spot in terms of pricing,” said BSkyB chief executive Jeremy Darroch. “Generally these over-the-top services are coming in at these lower price points, so we decided to go with the lower price.”

The price-drop comes as Sky starts retail sales of its Now TV box which is available for £9.99 at Argos, Curry’s and soon John Lewis stores in the UK.

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