Now TV will allow viewers to watch Sky programmes over the internet, without the need for a contract, set-up costs or installation.
It initially launches on 17 July with Sky Movies content, and Sky Sports content will be made available later this year.
The service will be available this week on PC, Mac and Android smartphones, and it will be available on the iPhone and iPad later this month. It will also be made available on Xbox and Youview, which launches later this summer.
Sky says it developed the Now TV brand to stand out from the existing Sky TV service and offer more choice for viewers.
Sky chief executive Jeremy Darroch says, ‘The launch of a second brand is an exciting opportunity for us and the rationale is very simple. Having two brands will allow us to meet the needs and preferences of different customer segments more effectively.’
Although it doesn’t use the Sky name or branding, Now TV carries the strapline ‘Powered by Sky’.