NOW Increases Premium Price: €5 Hike from September 2, but Introduces 4K Support
NOW has updated the official price list of its Premium option, introducing a €5 increase per month starting from September 2, 2026. The list price will rise from the current €5 to €10 per month, but the doubling of rates may coincide with the debut of support for the 4K Ultra HD format and Dolby Atmos audio encoding.
On the official pages of the platform, there are initial references to the transition to higher technical parameters. Until now, the service guarantees a maximum visual rendering in Full HD at 1080p with Dolby Digital 5.1 audio flow, allowing simultaneous viewing on two screens (reserved for members of the same household) and on-demand content enjoyment without advertising interruptions. In the informational material, it states that 4K UHD resolution and Dolby Atmos audio will be gradually made available on compatible devices.
Users have started receiving communications regarding the contractual change, sent via email with precise indications of the new costs applied to renewals after the summer deadline:
We are experiencing a season full of excitement: from Sinner's repeat at Wimbledon to Italians starring in Formula 1, MotoGP, and Tennis, to the highly anticipated return of European Cups. And again, Shows, TV Series, and Films.
With Premium, you see all this at its best: up to two devices simultaneously, without on-demand advertising interruptions, and with immersive Dolby 5.1 audio.
Premium Price Change
Considering the changed market conditions and to offer you a more engaging viewing experience with the best quality, starting from the September renewal, the list price of Premium will increase by €5 per month: until then, your offer will remain unchanged.
We remind you that you can deactivate the Premium option without costs or obligations in your Personal Area.
NOW Raises Prices: Impact on Packages and New Subscribers
The review of the tariff structure has direct impacts on all combinations of various Passes. The Cinema & Entertainment offer integrated with Premium without time constraints is proposed at €14.99 per month for the first two months (€11.99 destined for the Pass and €3 for the additional option), before rising to €19.99 per month at the end of the promotional window, with the Premium component counted at €8 instead of €10. The version with a 12-month commitment maintains an entry cost of €9.99 per month for the first year (€6.99 for content and €3 for Premium), before adjusting to the total rate of €19.99 from September 2, 2026.
The maintenance of the discounted price on the Premium option remains linked to the presence of the active Entertainment Pass. If the companion Pass is deactivated, the option will automatically revert to the list cost of €10 per month. We will have to wait for NOW's operational details to understand the timeline and on which specific devices the distribution of 4K and Dolby Atmos will be completed.