The service will freely broadcast the upcoming Hong Kong exhibition game featuring Inter Miami. (Robert Cianflone/Getty Images)

Hong Kong pay-TV operator Now TV has launched an over-the-top (OTT) streaming app as an alternative to its traditional set-top box.

The Now Player app will allow Now TV customers, as well as monthly subscribers to the phone sim companies such as Club Sim, can watch Now TV content on their mobile devices, with support for simultaneous viewing on both TV and mobile.

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Bruce Lam, chief executive for consumer at Now TV parent Hong Kong Telecom, stated: "The newly introduced service option provides users with a more flexible and convenient viewing experience, offering an alternative for users who find a set-top box unsuitable for their home environment.”

“Meanwhile, we will continue to seek out more quality content from around the world to cater for different viewers while consolidating Now TV's status as Hong Kong's leading content aggregator."

The app’s content will cover Now TV’s suite of sports rights held in Hong Kong, including the upcoming soccer exhibition match between US side Inter Miami FC against a select team of players from the Hong Kong First Division soccer league.

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Now TV is the exclusive broadcaster of the exhibition match, which it will air live for free for everyone, with a special presentation for Now TV users.  

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Now TV, which launched in 2003, holds a number of high-profile sports rights in the country through its Now Sports package, including all 380 matches from the 2023-24 season of soccer’s English Premier League and select games from North American basketball’s elite National Basketball League.

Now TV also hosts channels from Middle Eastern sports TV giant BeIN’s regional sports offering, including soccer’s UEFA Champions League international club competition, and Formula 1 motor racing.