From today, an app for NOW TV is available on the Xbox Live homepage. NOW TV currently offers pay-per-view or subscription access to a range of movies, but will soon expand to content from Sky Sports and Sky's entertainment channels.
The Xbox NOW TV experience includes high-quality video streaming at 720i resolution and full access to all 11 Sky Movies live channels for those taking the Sky Movies Pass subscription. A 30-day free trial of the Pass is available now, after which it costs £15 per month.
Kinect for Xbox 360 owners are also able to use voice and gesture controls for the NOW TV app.
Launched in the summer as part of Sky's bid to woo pay-TV abstainers, NOW TV is also available on PCs, Macs, iPhones, iPads, selected Android smartphones and the new YouView set top box service.
Any customers who sign up to the service are able to register up to two devices each, on which they can stream films from all the major Hollywood studios - Disney, Fox, Paramount, Sony, Warner Bros, and Universal.
Customers can either "pay & play" the films without subscription via the Sky Store (£3.49 for new releases / 99p for classic titles), or they can take the monthly pass giving them unlimited access to the entire Sky Movies catalogue.
More content from Sky will be added to NOW TV before the end of the year, including Premier League football, UEFA Champions League, the Masters from Augusta and a range of entertainment shows from channels such as Sky Atlantic and Sky1.
NOW TV is available to anyone in the UK with compatible device connected to either broadband or mobile 3G. In the coming months, NOW TV support will be added for the Sony PlayStation 3 and Roku streaming media players.