Sky have hiked up the price of their Now TV service for the second time in quick succession.
The broadcaster have risked the potential wrath of it's customers by increasing the price of their Sky Sports Day Pass by a further pound - the second increase since February this year.
Previously, a Day Pass - which gives customers 24 hour access to Sky's sports channels - would cost just £7.99. Now, the same Pass will set customers back £9.99 .
The £2 increase coincides with the same price rise from popular streaming service Netflix whose standard tariff is now set at £11.99 a month.
While the decision is likely to upset some advocates of the service, it could be part of wider strategy to force customers into choosing their Weekly and Monthly Passes or even their full-time subscription packages.
One of the greatest advantages of Now TV, of course, is not binding it's customers into a fixed-term contract and it remains to be seen what effect the successive price hike will have on Sky
In the past, sports fans have also been quick to take advantage of having 24 hour access by timing their activations in order to get the most bang for their proverbial buck.
With Saturday night football and 'Super Sunday', for instance, fans can still get access to 2-3 games by timing their activation before the Saturday night match and before the action draws to a close on the Sunday.
Sky's continued monopoly on Premier League coverage is likely to be part of their thinking. Rivals BT Sport and, for the first time ever this season, Amazon currently have no ad-hoc alternative for supporters to capitalise on.
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