Now (formerly Now TV) has a new subscription option that finally adds some long-awaited picture and sound features that we've been waiting for. Up until now, it's felt like Now's parent company, Sky, has intentionally held the platform back to not compete with its own Sky Stream service; however, this no longer seems to be the case. On the face of it, its new Ultra Boost feature is good news for Now subscribers. However, there is always a catch, and this one is the price.
Before we get into that, we'll dig into what the Ultra Boost feature option offers. The major news is support for 4K HDR streaming, which is a major upgrade over the 720p SDR quality you get as default with Now. We're not sure exactly which HDR formats Now will support (such as Dolby Vision), but we do see a mention of HDR10+ on Now's support page.
