NOW vs Sky Broadband
SAME NETWORK, DIFFERENT PRICE?
THE SHORT ANSWER
Here is the worst-kept secret in the broadband industry: NOW Broadband is part of the Sky group (it's a Sky-owned brand, previously called NOW TV). In many areas, they run on the exact same access network. The real difference? Sky offers higher multi-gig speeds in some locations and prioritised support, while NOW focuses on value.
THE NETWORK: MOSTLY SHARED
In many areas, both services use the same underlying access network for the 'last mile'—so performance can be very similar when you choose comparable tiers. But Sky also sells CityFibre-based multi-gig tiers in some locations that NOW doesn't.
- Speeds: NOW's current top tier is Full Fibre 300 (availability varies by area). Sky sells tiers up to Gigafast 900, and in some areas 2.5Gbps / 5Gbps (via CityFibre).
- Traffic Management: NOW states its broadband plans are not subject to traffic management. Sky says it manages traffic to keep services running smoothly (policies can vary by product), so avoid absolute "never throttles" wording.
- Contracts: NOW Broadband Powered by Sky is typically sold on a 24-month contract (availability and terms can change, so always check the deal page). Sky broadband is typically a 24-month minimum term (early exit fees apply if you leave early).
THE HARDWARE GAP
For a long time, Sky kept the best routers for themselves, but this gap is closing for new customers.
Sky Broadband Hub / Max Hub
Sky supplies a modern, sleek router. If you pay for the 'Max' add-on, you get a superior Wi-Fi 6 router which is excellent for gaming and 4K streaming.
NOW Router
New NOW Broadband customers typically receive the Sky Broadband Hub. Some existing customers may still have the older NOW Hub Two. Note that router and support terms can change over time.
THE COMPARISON
| FEATURE | NOW BROADBAND | SKY BROADBAND |
|---|---|---|
| Monthly Cost | £24 - £31 (Value) | £27 - £36+ (Premium) |
| Contract Length | Typically 24 Months | Typically 24 Months |
| Router | Sky Broadband Hub (New Users) | Sky Hub or Max Hub (WiFi 6) |
| Customer Service | Online / Sky Advisors | Phone & UK Call Centres |
| Top Speed | 300 Mbps | 900 Mbps / 2Gbps+ |
TV BUNDLES
If you want TV with your broadband, both offer it, but the delivery is different.
- NOW TV Memberships: Fully digital. You stream via the app. NOW isn't 4K by default — Ultra Boost is the add-on that enables 4K UHD (Boost/Ultra Boost features depend on device/content).
- Sky Q / Sky Stream: A integrated experience. Sky Stream is the puck that plugs into your TV, offering 4K HDR and a proper EPG (Electronic Programme Guide). It feels more like "real" television, but it costs significantly more.
2026 PRICING UPDATE
Prices have crept up across the industry in 2026 due to inflation, but NOW remains the budget king. Below are estimated standard prices for new customers.
NOW BROADBAND (24 MONTH CONTRACT)
| PLAN | SPEED (AVG) | COST | BEST FOR |
|---|---|---|---|
| Full Fibre 75 | 80 Mbps | £24/mo | Couples / Small Flats |
| Full Fibre 100 | 100 Mbps | £26/mo | Streaming HD |
| Full Fibre 300 | 300 Mbps | £31/mo | Large Families |
SKY BROADBAND (24 MONTH CONTRACT)
| PLAN | SPEED | COST | BEST FOR |
|---|---|---|---|
| Superfast 67 | 67 Mbps | £27/mo | Basic use |
| Full Fibre 300 | 300 Mbps | £29/mo | Busy homes |
| Full Fibre 500 | 500 Mbps | £31/mo | Heavy users |
| Gigafast 900 | 900 Mbps | £36/mo | Pro gamers |
SWITCHING FAQS
IS NOW BROADBAND ACTUALLY OWNED BY SKY?
Yes. NOW is part of the Sky group (it’s a Sky-owned brand, previously called NOW TV). In many areas, both services use the same underlying access network for the 'last mile'.
CAN I KEEP MY SKY ROUTER IF I SWITCH TO NOW?
If you leave Sky, you may be asked to return loaned equipment (Sky hubs are provided on loan). If you switch to NOW, NOW provides a router (commonly the Sky Broadband Hub for new customers).
WHAT IS THE CUSTOMER SUPPORT LIKE?
NOW support is primarily online (live chat/help centre), and NOW markets access to Sky advisors because the broadband service is provided by Sky.
VERDICT: WHICH SHOULD YOU CHOOSE?
Value Seekers? ✅ Go for NOW Broadband. It is part of the Sky group and typically costs less.
High-End Techies? ⚠️ Go for Sky. You can get higher multi-gig speeds (area dependent) and better Wi-Fi 6 hardware options.
