Sky boosts children's offering with NOW TV

Subscription broadcaster Sky has waded deeper into the children’s television arena on Tuesday, with the launch of the NOW TV Kids Month Pass.

The FTSE 100 firm said the product - which is delivered to a customer’s device or a specific set-top box - delivers six live kids channels and episodes on demand.

It will charge £2.99 per month on a no-contract basis.

“As school breaks up, we are excited to fill in those short gaps in the busy summer days with the brilliant shows available on our new NOW TV Kids Month Pass,” said NOW TV director Gideon Katz.

“Not only will the new pass provide a fun, bespoke source of entertainment for kids, but with no contract it’s going to keep parents happy too.”

Sky’s new service is the latest in a string of children’s streaming services vying for market share, as consumers ditch traditional linear broadcasts and DVDs.

Disney recently launched its DisneyLife streaming product in the UK, which promises thousands of hours of the studio’s content for £9.99 a month.

Amazon also offers a children’s service, dubbed Fire for Kids, which includes streaming content as well as apps and books, for £3.99 per month, while Netflix offers a children’s service at no extra charge.

Turner Broadcasting System has gone even further in getting content in front of small eyes, offering streaming content from its Boomerang subscription channel for free online.