It's a service that lets you access Sky programmes, box sets and channels without a contract or even a satellite dish, but NowTV is about to get more expensive.
Emails have been hitting customers' inboxes today informing them that they'll be paying £1 more a month from October.
"We’re constantly bettering our service with exclusive shows, the latest award-winning box sets and new features like downloading to watch on the go," the email reads.
"That’s why on 9 October, for the first time in 2 years, your Entertainment Pass will be going up by £1, to £8.99 a month."
But customers are far from impressed.
NowTV did try to soften the blow, pointing out that the extra pound came along with a new channel - Sky Crime - as well as a list of the new series they'll be offering.
"Sky Crime will be the dedicated home of true crime, coming this October," the email to customers reads.
However, whether that will be enough to stop them cancelling is another matter.
The move also comes just as two new streaming services are set to launch.
With Britbox - ITV and the BBC's Netflix rival - due in the next few weeks and Disney Plus due soon too, offering all the shows and films the company has produced since the 1930s along with new original content.
And that's before we get to Apple's new streaming service or talk about NetFlix or Amazon Prime.
That's led many to question the wisdom of Sky increasing the price of its own streaming service just as competition reaches its peak.
"Price Hike! You’re not worth it. You’re hardly Netflix," Carl tweeted .
