Hey readers,
If you live in the UK and want one streaming stick that does a bit of everything, an Amazon Fire TV Stick is usually the better all-around choice.
At the same time, a NOW TV Smart Stick is only really worthwhile if you primarily care about easy, affordable access to Sky channels like Entertainment, Cinema, and Sports.
Turning any TV into a smart TV.
If you’ve got an older TV or a basic model without all the fancy apps, a streaming stick is the easiest way to upgrade it.
Plug it into the HDMI port, connect to Wi‑Fi and suddenly you’ve got Netflix, catch‑up TV and box sets at your fingertips.
In the UK, two of the most familiar names are the NOW TV Smart Stick and the Amazon Fire TV Stick but which is actually better for everyday watching?
The honest answer is that it depends on what you watch and how much faff you’re willing to put up with.
One is brilliant for Sky content without a full Sky contract, the other is better if you want a flexible, future‑proof streamer you won’t outgrow in a few months.
Content and apps.
This is the part that usually matters most: what can you actually watch?
* The NOW TV Smart Stick is built around Sky’s own service (now just branded NOW), giving you pass-based access to Sky Entertainment, Cinema and Sports without a long contract.
If you mainly want Sky Atlantic shows, Sky Movies premieres or big Premier League games, this is its big selling point.
* On top of that, NOW’s stick supports the big UK catch‑up apps like BBC iPlayer, ITVX, Channel 4 and My5, plus YouTube and a small collection of extra apps, in total around 50.
The Fire TV Stick, by contrast, is like a general streaming hub:
* It offers apps for Netflix, Prime Video, Disney+, BBC iPlayer, ITVX, Channel 4, My5, YouTube, Apple TV+ and many others, depending on model.
* You can also install music apps such as Spotify and a wider range of niche services and games, because Fire TV runs on Amazon’s own Fire OS with an app store closer to Android than to Roku Lite.
The catch is that NOW’s own app is available on Fire TV devices, so you can still watch Sky content on a Fire Stick if you subscribe to NOW but you can’t get Prime Video on the NOW stick itself.
That means the Fire Stick can combine Sky, Netflix and Amazon content on the same device, while the NOW stick feels more one‑way.
If you want as many apps as possible on one remote, the Fire Stick clearly wins.
Picture quality and performance.
Not every stick is created equal when it comes to picture quality.
* The original NOW Smart Stick launched at 720p HD, with later support for 1080p on compatible content and memberships, but it still doesn’t aim for 4K as its main feature and apps are more basic.
* It’s designed as a budget way into Sky rather than a top‑end home cinema device, and reviews consistently describe it as no frills but cheap and cheerful.
On the Amazon side, you can choose between different Fire TV models:
* The standard Fire TV Stick streams at up to 1080p Full HD and is fine for most smaller or older TVs.
* The Fire TV Stick 4K and newer Fire TV Stick 4K Select support 4K Ultra HD, HDR10+ and Dolby Vision, with improved Wi‑Fi and faster app loading, while still usually coming in under £50 in the UK.
If you’ve invested in a 4K TV and care about picture quality, you will notice the difference with a 4K Fire TV Stick versus the more limited output of the NOW stick.
For a bedroom telly or older set, the NOW stick can still feel fine, but it’s less future‑proof.
Ease of use and voice control.
Both devices are designed to be simple: plug in, connect to Wi‑Fi and log in to your apps.
* The NOW Smart Stick is effectively a rebadged Roku, so the interface is clean and straightforward, with your NOW passes and UK catch‑up apps pushed front and centre.
Apps are preloaded based on your region so you don’t have to dig around much to get started.
* There is basic voice search on some NOW sticks, mainly for finding shows, films and people.
By comparison, the Fire TV experience is a bit more busy, but also more powerful:
* Amazon does promote its own Prime Video content heavily across the home screen, but once you get used to it the system is quick and customisable.
* The Alexa Voice Remote lets you search by voice, open apps, control playback and, crucially, control compatible smart home devices or ask general questions, in the same way you would with an Echo speaker.
* Newer Fire TV sticks can also control TV power and volume directly, and have a dedicated Live TV button to jump into supported Freeview-style channels and live services.
If you want simple and minimal, NOW’s interface is friendly.
If you like the idea of saying Alexa, play The Office on Netflix and having it just happen, the Fire TV Stick will feel much more modern.
Price and value for money.
On pure hardware price, the NOW Smart Stick has traditionally undercut the Fire Stick and often comes bundled with a month or two of Entertainment or Cinema.
On paper that makes it very cheap to get going, especially if you simply want a few months of Sky without a dish.
However, the real cost is in the subscriptions:
* NOW’s passes for Entertainment, Cinema and Sports are fairly pricey month‑to‑month, especially if you stack more than one at a time.
* Amazon’s Fire Stick itself is usually around the £40 mark for the standard 4K version in the UK, and often cheaper in sales, while a Prime subscription (if you choose to have it) brings free delivery and other perks on top of Prime Video.
Because you can run Netflix, Disney+, NOW, BBC, ITV and more on a Fire Stick, you have more flexibility to pause, mix and match subscriptions without being tied to one ecosystem.
Over time, that flexibility tends to make the Fire Stick feel better value, even if the upfront cost is a little higher than a NOW stick on offer.
Which should you buy?
Here’s a quick at‑a‑glance comparison you can drop straight into your blog:
Feature.
Amazon Fire TV Stick (incl. 4K models) vs NOW TV Smart Stick.
Main focus.
* General streaming, broad app support.
* Easy access to Sky via NOW passes.
Key apps for Amazon Fire Stick.
* Netflix.
* Prime Video.
* Disney+.
* BBC.
* ITVX.
* All 4.
* My5.
* YouTube.
* NOW.
* Spotify (varies by model).
Key apps for Now TV Smart Stick.
* NOW.
* BBC iPlayer.
* ITVX.
* Channel 4.
* My5.
* YouTube.
* Limited extra apps of up to 50.
Max resolution up to 4K Ultra HD with HDR on 4K models.
Up to 1080p HD on supported content, originally 720p-focused.
Voice assistant Full Alexa integration and smart home control.
Basic voice search only, no assistant on Now TV Smart Stick.
Ecosystem flexibility.
Works with multiple streaming providers, including NOW.
Strong for Sky content, weaker app choice and no Prime Video.
Best for All‑round streaming, 4K TVs, smart home fans.
Budget Sky access, simple secondary TV setup.
People who want maximum choice on one device, the Amazon Fire TV Stick is usually the safer recommendation.
It plays nicely with almost every major streaming service, supports higher picture quality and doubles up as a basic smart home and voice control hub.
The NOW TV Smart Stick still has a place, especially if someone wants a dirt‑cheap way into Sky Entertainment or Cinema on an older bedroom TV and doesn’t care about 4K or loads of extra apps.
But for most people, especially those who already use Prime, Netflix or Disney+, the Fire TV Stick is the one that will last longer and do more.
Cheers for reading X
