I have NOW and watch every Monday night, adorable stuff. That’s a bit of marketing though, considering it had the biggest ever ep 1-2 jump in ratings for HBO.
Lots of people used to have Sky packages in the UK and if you didn’t you missed out on some great shows, so NOW is a good middle ground in that regard. Soon there will be no more Sky packages and NOW will become more competitive with other streams, but for now it’s kind of just a way to get SKY without a contract. That said, my current contract is £3.99 after I got it for £2.99 and went through the cancellation process before it went down to £9.99. I don’t think I’ve ever paid full price for any of their NOW TV packages and have had plenty for many years on and off