Foxtel Now

Foxtel Now is an Australian internet television service operated by Foxtel. It was introduced in 2013 as Foxtel Play, an online alternative to Foxtel's established cable and satellite subscription television products. The service was designed to reduce the barriers associated with traditional pay television: customers could subscribe without a long-term lock-in contract and watch programming through internet-connected devices rather than requiring a dedicated Foxtel set-top box or a new cable or satellite installation. The original service officially launched on 11 August 2013, after becoming available slightly earlier on 30 July. At launch, Foxtel Play offered more than 40 live channels, hundreds of video-on-demand titles, and six subscription packages, with entry pricing reported at $25 per month. Supported devices included computers, selected smart televisions and Blu-ray players, game consoles, and later other connected-TV platforms. Subscribers also received access to Foxtel's Foxtel Go application for compatible smartphones and tablets. Foxtel revised the service's commercial structure in late 2016. Following the planned closure of Presto, the company announced a more modular package system with lower-priced starter categories covering areas such as documentaries, lifestyle, children’s programming, drama, and entertainment. Sports and movie packages could be added to a starter package. The revised proposition combined linear television channels with associated on-demand and catch-up programming, positioning the service as a flexible streaming product rather than simply an online version of a conventional channel bundle. In June 2017, Foxtel Play was renamed Foxtel Now as part of a broader Foxtel rebrand. The change accompanied a shift toward on-demand viewing, reductions in the number of linear channels carried in some packages, high-definition availability, and support for Chromecast. Foxtel Now was not identical to the earlier Foxtel Play product: Foxtel Play had generally been limited to standard-definition playback, while Foxtel Now introduced standard- and high-definition viewing where supported by the device and service implementation. The transition across compatible hardware was staged rather than universal at launch. The Foxtel Now Box, introduced in November 2017, became the service's dedicated flagship device. Built around a Technicolor Skipper platform running Android TV, it provided a television-focused access point for the service. Netflix availability was not ready at the initial product launch despite its appearance in some promotional material; the application was subsequently made available through the box, and newer versions were sold with Netflix pre-installed. Foxtel continued consolidating its mobile experience in 2019. The standalone Foxtel Now mobile application was scheduled to close on 17 September 2019, with most mobile subscribers directed toward the Foxtel Go application. The change did not affect the Foxtel Now website, game-console applications, or Foxtel Now Box. Across its development, the brand has therefore occupied a hybrid position: it is a contract-light, internet-delivered subscription service with access to live television, catch-up content, and video on demand, while remaining closely connected to Foxtel's wider pay-TV and streaming ecosystem.

Foxtel Now originated in Foxtel's effort to extend subscription television beyond its traditional cable and satellite infrastructure. At the Australian Subscription Television and Radio Association conference on 14 March 2013, Foxtel chief executive Patrick Delany announced that the company would introduce an internet television product called Foxtel Play later that year. The concept targeted viewers who wanted Foxtel programming but did not want a long-term contract, a satellite or cable installation, or the company's conventional iQ set-top-box arrangement. The service became available on 30 July 2013, ahead of its announced official launch on 11 August. Its initial proposition included more than 40 live channels, hundreds of on-demand titles, and six packages. Subscriptions began at a reported $25 per month. Foxtel Play could be accessed through computers, selected smart televisions and Blu-ray devices, game consoles, and other internet-compatible hardware. Singer Guy Sebastian served as an ambassador at the launch. The service also connected with Foxtel's broader mobile ecosystem through access to Foxtel Go on supported smartphones and tablets. In 2014, the service expanded its device footprint to include PlayStation 3 support. Foxtel later discontinued the Xbox 360 application on 1 July 2016. These changes reflected the practical challenge of maintaining a streaming service across multiple generations of televisions, consoles, mobile operating systems, and connected devices. A major commercial revision was announced in October 2016. Foxtel planned a lower-priced, category-based package structure for December, following the closure of Presto. Documentary, lifestyle, and children’s packages were to be available at lower starter prices than the earlier structure, while drama and entertainment formed other starter options. Sports and movie packages could be added to a starter subscription. The service continued to combine live channels with related on-demand and catch-up material, giving customers a more segmented alternative to a single large pay-TV bundle. In May 2017, Foxtel said that 19 channels would be removed across Foxtel Play packages. The company attributed the decision to a review of customer viewing behaviour and a shift of resources toward on-demand programming. Entry-level pricing was maintained at that point. On 6 June 2017, Foxtel announced that Foxtel Play would be renamed Foxtel Now from 7 June as part of a wider corporate rebrand. The renamed service added high-definition availability and Chromecast support. Its technical capabilities differed from those of the previous Foxtel Play product: Foxtel Play had generally provided standard-definition playback, whereas Foxtel Now supported both standard- and high-definition viewing on compatible platforms. The upgrade was rolled out progressively rather than simultaneously to every device. Foxtel launched the Foxtel Now Box on 9 November 2017. The custom-branded device used a Technicolor Skipper platform and Android TV, giving Foxtel Now a dedicated television hardware option. Its launch generated a limited product-related controversy because Netflix had been referenced in some promotional material but was not available when the box first shipped. Foxtel indicated that certification was still pending; Netflix was later added, and newer units included the application pre-installed. On 16 September 2019, Foxtel announced that its standalone Foxtel Now mobile application would close the following day. Mobile subscribers were primarily moved to Foxtel Go, while the Foxtel Now website, console applications, and dedicated box were unaffected. The history of Foxtel Now therefore shows a progression from a contract-free online version of Foxtel's television packages toward a more device-flexible, on-demand-oriented product integrated with Foxtel's wider application and hardware portfolio.

• 2019

  Standalone mobile app closes

  [1]Foxtel Nowen.wikipedia.org

  Foxtel retired the Foxtel Now mobile application and directed most mobile users to Foxtel Go.

• 2017

  Foxtel Play becomes Foxtel Now

  [1]Foxtel Nowen.wikipedia.org

  The brand was renamed Foxtel Now, with high-definition availability and Chromecast support among the accompanying changes.

• 2017

  Foxtel Now Box launches

  [1]Foxtel Nowen.wikipedia.org

  Foxtel introduced a dedicated Android TV-based streaming box for the service.

• 2016

  Modular pricing structure announced

  [1]Foxtel Nowen.wikipedia.org

  Foxtel announced lower-priced category packages and optional sports and movie add-ons in connection with the closure of Presto.

• 2014

  PlayStation 3 support begins

  [1]Foxtel Nowen.wikipedia.org

  Foxtel Play expanded its compatible-device range to include PlayStation 3.

• 2013

  Foxtel announces Foxtel Play

  [1]Foxtel Nowen.wikipedia.org

  Foxtel announced an internet television service designed to provide access to its programming without a traditional cable or satellite installation or a lock-in contract.

• 2013

  Foxtel Play launches

  [1]Foxtel Nowen.wikipedia.org

  The service became available in July and received its official launch in August, offering live channels, on-demand titles, and multiple subscription packages.

A flexible Australian subscription television service that combines live channels with on-demand and catch-up viewing across internet-connected devices, without the installation and contractual commitment traditionally associated with cable or satellite pay television.

• Internet television subscription · 2013

  Foxtel Now subscription packages

  The core Foxtel Now offering consists of internet-delivered packages combining live television channels with on-demand and catch-up programming. The package structure evolved from the six bundles offered at the Foxtel Play launch to more modular category-based options covering documentary, lifestyle, children’s, drama, entertainment, sports, and movies. Availability and picture quality depend on the supported device and service configuration.

• Streaming media device · 2017

  Foxtel Now Box

  The Foxtel Now Box is a dedicated television streaming device introduced in 2017. It uses an Android TV-based platform and was designed to provide a simple living-room access point for Foxtel Now. Netflix was unavailable at the initial launch but was added later, with newer box models sold with the application pre-installed.

• Streaming applications · 2013

  Foxtel Now applications

  Foxtel Now has been distributed through applications and browser access on computers, selected smart televisions, game consoles, Chromecast-compatible devices, Telstra TV, and other connected platforms. The standalone mobile application was closed in 2019, with mobile users directed mainly to Foxtel Go.

• 2013Foxtel Play launch ambassador campaign

  Australia

  Australian singer Guy Sebastian was used as an ambassador in connection with the launch of Foxtel Play, helping introduce Foxtel's contract-light internet television proposition.

  Outcome. The service launched with a multi-package offering and a broad device-access proposition.

  Source

• 2019

  Mobile experience consolidated into Foxtel GoStrategy

  Background

  Foxtel decided to reduce duplication between its mobile applications.

  Action taken

  Foxtel closed the standalone Foxtel Now mobile application and directed most mobile subscribers to Foxtel Go.

  Aftermath

  The Foxtel Now website, console applications, and Foxtel Now Box continued without being covered by the mobile-app closure.

  Source

• 2017

  Foxtel Play is replaced by Foxtel NowGeneration change

  Background

  Foxtel reported that customer viewing behaviour supported a greater emphasis on on-demand content, while the company was undertaking a broader corporate rebrand.

  Action taken

  Foxtel renamed the service Foxtel Now, reduced selected linear channels, added high-definition support, and introduced Chromecast compatibility. Device upgrades were rolled out progressively.

  Aftermath

  Foxtel Now became the continuing brand for Foxtel's internet television proposition, although some older compatible devices retained different technical capabilities.

  Source

• 2017

  Foxtel Now Box launchProduct launch

  Background

  Foxtel sought to give its streaming service a dedicated living-room hardware option rather than relying entirely on third-party televisions, consoles, and streaming platforms.

  Action taken

  The company launched the Foxtel Now Box, a Technicolor Skipper device running Android TV.

  Aftermath

  Netflix was unavailable at launch despite appearing in some promotional material, but the application was later made available and pre-installed on newer models.

  Source

• 2016

  Foxtel restructures Foxtel Play packagesPrice change

  Background

  Foxtel sought to reposition its internet television service after announcing the closure of Presto and reviewing how customers used the available programming.

  Action taken

  The company announced lower-priced starter categories and optional sports and movie add-ons, with live, on-demand, and catch-up content included within the revised structure.

  Aftermath

  The revised packages were planned for introduction in December 2016 and preceded the later Foxtel Now rebrand.

  Source

• 2019

  Foxtel Now mobile application is retired[1]Foxtel Nowen.wikipedia.org

  Other

  Foxtel announced the closure of the standalone Foxtel Now mobile application and directed most mobile users toward the Foxtel Go application. The website, console applications, and Foxtel Now Box were not affected.

• 2017

  Foxtel Play is renamed Foxtel Now[1]Foxtel Nowen.wikipedia.org

  Product generation · Product launch

  Foxtel renamed the service Foxtel Now as part of a company-wide rebrand. The transition included high-definition support, Chromecast compatibility, and a stronger emphasis on on-demand content.

• 2017

  Foxtel introduces the Foxtel Now Box[1]Foxtel Nowen.wikipedia.org

  Product launch · Other

  Foxtel launched a dedicated Android TV-based streaming device designed as the primary hardware companion for Foxtel Now. Netflix was not available at launch, despite appearing in some promotional material, but was added later.

• 2016

  Foxtel Play receives a lower-priced modular package structure[1]Foxtel Nowen.wikipedia.org

  Pricing

  Foxtel announced new starter and add-on packages for Foxtel Play, including separate categories for documentary, lifestyle, children’s, drama, entertainment, sports, and movie content. The changes were linked to the closure of Presto.

• 2013

  Foxtel announces Foxtel Play internet television service[1]Foxtel Nowen.wikipedia.org

  Product launch

  Foxtel announced an internet-delivered subscription service intended to complement or provide an alternative to its cable and satellite television offering. The service launched as Foxtel Play with live channels and on-demand programming.

1. 1Foxtel Nowen.wikipedia.org