To cancel NOW TV, sign in at the NOW website, open My Account, go to Membership & Payment, select the membership you want to end, and click Cancel membership — but only if NOW is billing you directly. If the charge on your statement comes from Apple, Google, Amazon, Roku, BT, or EE, you have to cancel through them instead. Each membership (Entertainment, Cinema, Sports, Hayu, or an add-on like Boost) is canceled separately, and the cancellation only takes effect from your next payment date, so you keep access until then.
Check Who Is Billing You
Look at your bank or card statement before you do anything else. If the payment goes to NOW, you’ll cancel on the NOW website. If it goes to a third party — Apple, Google, Amazon, Roku, or a broadband provider like BT or EE — that company controls the subscription and NOW’s site won’t show a cancel option.
You can confirm this inside your account too. Sign in at the NOW website with the email and password you used at signup, then open Membership & Payment. That page lists your active memberships and shows how each one is billed.
If You Can’t Sign In
On the sign-in page you can reset your password by email, or choose “Sign in without password” to get a one-time passcode. The passcode expires after 10 minutes.
If you no longer have access to the email on the account, you can’t reset the password yourself. Use the “Get in touch” button on the NOW help site to reach an advisor through live chat. NOW doesn’t offer phone support for TV members, and the chat doesn’t require you to be signed in.
Canceling on the NOW Website
Open Membership & Payment in My Account, select the specific membership or viewing add-on you want to drop, and click Cancel membership or Cancel viewing experience. Then work through the on-screen steps.
NOW recommends using a desktop, laptop, or tablet rather than a phone. You can’t cancel through the NOW app or a NOW Smart Stick; the option isn’t there.
Expect several screens offering discounts or asking why you’re leaving before you reach the final confirmation. Click through without accepting a retention offer. The cancellation is only complete when you see the confirmation message on screen. Close the browser too early and your membership almost certainly stays active. Screenshot the confirmation, and watch for a confirmation email as backup.
Repeat the process for every membership you carry. Canceling Entertainment doesn’t cancel Sports, and canceling a base membership doesn’t cancel Boost.
Canceling Through a Third-Party Biller
If Apple, Google, Amazon, Roku, or a broadband partner takes the payment, you cancel with them.
Apple
On an iPhone, open Settings, tap your name, tap Subscriptions, choose NOW, and tap Cancel Subscription. On an Apple TV 4K, go to Settings, then Profiles and Accounts, select your profile, open Subscriptions, and follow the prompts.
Google Play
Open the Google Play Store app, tap your profile icon, go to Subscriptions, select NOW, and tap Cancel before the renewal date.
Amazon
Sign in to Amazon on the web, open your account settings, find Memberships & Subscriptions, and turn off auto-renewal for NOW.
Roku
Press Home on the remote, highlight the NOW app, press the Star button, select Manage subscription, and choose Turn off auto-renew. You can also manage this at my.roku.com/subscriptions.
BT and EE
BT-billed subscriptions can be awkward to cancel online, and some BT-billed NOW add-ons (such as short trial periods) have no online cancel option at all. Contact BT support through chat or phone. EE TV memberships have to be canceled with EE directly; NOW’s support team can’t access those accounts.
Minimum-Term Plans
If you signed up on a discounted minimum-term deal, hitting Cancel does not stop your payments. You can cancel at any time, but the remaining monthly payments continue until the plan’s end date, and you keep access through that whole period. The membership then ends automatically when the term expires.
The risk is forgetting about it. If you don’t cancel before the minimum term ends, the membership rolls over to the regular monthly price, which is usually well above the discounted rate.
What Happens After You Cancel
Access doesn’t stop the moment you cancel. Your membership stays live until the date the next payment would have been taken. Billed on the 15th and canceled on the 3rd? You still watch until the 15th. After that date, the content tied to that membership drops off your account.
Check My Account to confirm the membership shows as non-renewing. If it still looks active a day later, something didn’t go through — repeat the steps or contact live chat.
Refunds
NOW generally doesn’t refund a billing period that’s already started, on the reasoning that you can cancel anytime without penalty outside minimum-term plans. If you’ve watched anything in the current cycle, a refund is almost certainly off the table.
Two narrow exceptions apply. If you added an upgrade or Boost partway through a billing month and then cancel that upgrade, NOW pro-rates a refund for the unused portion. And if you haven’t watched anything at all on a membership you want to cancel, NOW says it “may be able to refund or credit” you, handled case by case through the support bot.
Minimum-term customers who cancel early get no refund for the remaining months. Those payments run to the end of the commitment.
Deleting Your Account and Personal Data
Canceling a membership does not delete your NOW account. Your name, email, payment history, and viewing records stay on file. To have them erased, submit a separate data deletion request.
The order matters. Cancel all active memberships first. Wait until your access period expires — the date your next payment would have been due. Only then can you submit the deletion request.
Go to NOW’s data rights request page, complete the form, and select “Delete my data.” You’ll enter your name and the email on the account. NOW sends a verification email with a link that expires after 48 hours; the deletion doesn’t start until you click it.
After verification, NOW commits to responding within 30 days. Any remaining credit is refunded before erasure begins, open complaints are closed as part of the process, and you receive a final notification when it’s finished.