An app for NOW TV, powered by Sky, is now available on the homepage of YouView, the hybrid Freeview service which launched last month with set top boxes made by Humax, priced at £299.
Alongside YouView, the NOW TV instant streaming service is also available on PC, Mac, iPhone, iPad and Android smartphones, enabling users to stream content from Sky Movies either via pay-per-view or monthly subscription.
As with other platforms, YouView customers are being offered a free 30-day trial of NOW TV movies streaming, after which the subscription costs £15 a month.
After connecting their set top box to the internet via the YouView box's ethernet port, users need to access the NOW TV app, register and then they can stream hundreds of new and classic movies on the TV screen.
Anyone who already registered for NOW TV can add the YouView box as an additional platform at no extra cost - although only a maximum of two devices is permitted per user.
NOW TV launches with movies, but will expand in the coming months to content from Sky Sports, including Premier League games, along with entertainment shows from Sky1, Sky Atlantic, Sky Arts and Sky Living.
"We know there's growing demand from UK consumers to access high-quality pay TV and internet-connected devices provide an innovative new way to help satisfy that demand," said Simon Creasey, the director of NOW TV.
"We're delighted that NOW TV is now available on YouView and to be providing current free-to-air homes a fresh new choice."
NOW TV is a brand new internet TV streaming service from Sky that will aim to bring the firm's content to people who have so far resisted a pay-TV service, particularly the around 10 million homes that have subscription-free Freeview.
But the launch of NOW TV on YouView marks an incredible turnaround for Sky, as the firm had previously been highly critical of the venture - formerly called Project Canvas.
Sky at one stage accused the licence-fee-funded BBC of "mission creep" over its involvement in the project and said that YouView would harm competition in the commercial market.
The BBC is one of the seven shareholders in YouView, along with ITV, Channel 4, Channel 5, BT, TalkTalk, and Arqiva.
But alongside Virgin Media and other media firms, Sky was responsible for the regulatory challenges that dogged YouView in the early days and pushed back its planned launch from 2010 to this summer.
However, Sky is well aware that joining YouView now as a content partner holds many benefits, particularly as it can reach an audience that has so far resisted its pay-TV charms with only minimal set up costs.
YouView has had a relatively modest launch, but the project's estimated £45m marketing budget will help encourage hundreds of thousands of UK consumers to consider it as an upgrade to their Freeview set up.
Strategy Analytics's head of digital media analysis and forecasting, Ed Barton, feels that Sky has acknowledged that online TV is an opportunity "too big to ignore", and YouView is an important connected platform to distribute its content.
"NOW TV enables Sky to target the YouView audience and households using competing pay TV services such as Virgin or BT by distributing content to YouView boxes and other connectable devices," he said earlier in the month.
"It will take time for YouView to grow, however heavyweight backers and ISP bundling (from shareholders TalkTalk and BT) suggest it will become a key feature of the UK TV landscape going forward.
"This is a platform which Sky needs to have a presence on and NOW TV enables it to do that while ensuring the Sky brand remains undiluted and representative only of the premium, subscription-based pay TV experience."
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