Sky has announced that its pay-as-you-go, contract-free streaming service Now TV is now available on Apple TV in the UK. The service only supports the Sky Sports Day Pass for now, though.
Sports fans in the UK will now be able to buy the 24-hour pass for £9.99 using their iTunes account, which will give them unlimited access to Sky Sports 1, 2, 3, 4, Sky Sports F1 and Sky Sports News for one day.
"It's been a busy year for Now TV as we continue to widen access to our top-quality content by launching on popular platforms our customers use," said Director of Now TV, Gidon Katz.
"The Now TV Sky Sports Day Pass is perfect for sports fans with Apple TV who want the flexibility to choose which live events they want to watch from the comfort of their sofa."
Since launching in March 2012, Now TV has made its way onto PC, Mac, Android, iOS, Roku, YouView, Xbox and PlayStation. Those platforms support more than just the Sports Day Pass, though, and we'd like to see other features of Now TV come to the Apple TV in the future, such as the Sky Movies and Sky Entertainment passes.
That said, with the addition of Sky Sports, UK Apple TV users now have access to a wealth of content through the device, increasing Apple's presence in the living room.
UK customers can watch iTunes films and TV shows, listen to iTunes music, access Netflix, Sky News, Bloomberg, YouTube, Vevo, Vimeo, Flickr, Crunchyroll and more through their Apple TV, and with new channels added regularly, the £99 box's appeal is growing.
Rumour has it that Apple is working to turn its Apple TV into a set-top box with an iOS-like interface and cloud-based DVR functionality that could erase the distinction between live and on-demand TV, so we're looking forward to finding out what's in store for the device in 2014.