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How to cancel NOW TV in the UAE: your complete step-by-step guide

What is NOW TV and why you might want to cancel

NOW TV is a flexible streaming subscription service that offers on-demand films, TV shows and live sports without locking you into long-term contracts. The service operates on a pass-based model, meaning you select which content you want (Entertainment, Cinema, Sports) and pay only for those passes each month. This flexibility is one of NOW TV's main selling points, but it also means you need to actively manage your subscription to avoid unwanted charges.

You might decide to cancel NOW TV for several reasons: you've finished watching your favourite series, a sports season has ended, or you simply want to reduce your monthly subscriptions. Whatever your reason, Stopee is here to walk you through the cancellation process with clarity and confidence. The good news is that cancelling is straightforward if you know where to look and what to watch for.

How NOW TV works in the UAE

NOW TV is primarily a UK-based service, but UAE residents can access it depending on their payment method and account setup. Your subscription renews automatically on your billing date unless you cancel beforehand. This means you have a critical window to cancel before you're charged for the next period. Keep in mind that if you subscribed through Apple App Store or Google Play, your billing and cancellation are handled separately from the main NOW TV website.

Common reasons people cancel

Subscribers typically cancel when a specific pass (like Sports) is no longer needed, when they've caught up on content, or when they want to consolidate streaming services. Unlike fixed-term contracts, NOW TV gives you the power to pause or stop whenever it suits your budget and viewing habits. Stopee helps consumers understand that cancellation is your right, not a favour.

Your consumer rights when cancelling NOW TV

UAE consumer protection law provides you with important safeguards when cancelling subscriptions, and you should know exactly what these are.

The 14-day cooling-off period

Under UAE consumer protection regulations, you have the right to cancel and receive a full refund within 14 calendar days of your purchase, provided you have not already used the service significantly. This cooling-off period applies whether you paid directly or via a third-party app store. Pro tip: if you cancel within this window, request your refund immediately and document the date and method of your cancellation request.

Your rights beyond 14 days

After the 14-day cooling-off period expires, NOW TV's standard refund policy applies. Generally, NOW TV does not offer refunds for partially used access periods once the cooling-off window has closed. However, you retain the right to cancel your subscription at any time without penalty or additional charges beyond your current billing period. This means your subscription simply stops renewing after your paid period ends.

How to cancel NOW TV: step-by-step methods

You have several ways to cancel your NOW TV subscription, and Stopee recommends choosing the method that feels most straightforward for you.

Cancel via your online account (fastest method)

This is the quickest and most reliable way to cancel. You'll receive immediate on-screen confirmation and a follow-up email within minutes.

1. Open your web browser and visit nowtv.com
   • Make sure you're using the same browser or device where you originally signed up, as this sometimes helps with account recognition
2. Sign in with your email address and password
   • If you've forgotten your password, click "Forgotten password?" and reset it using your registered email
3. Navigate to your account dashboard and select "My Account" or "Subscriptions"
   • Look for a section labelled "Manage Passes" or "Active Subscriptions"
4. Locate the pass you wish to cancel (for example, Entertainment, Cinema, or Sports)
   • If you have multiple passes, you can cancel individual ones without cancelling your entire account
5. Click the "Cancel Pass" or "Cancel Subscription" button next to that pass
   • NOW TV will typically ask you to confirm your reason for cancellation; this is optional but helps them improve their service
6. Review the cancellation summary, which should confirm your final billing date
   • Warning: double-check that the date shown is the date you expect; this is your last day of access
7. Click "Confirm Cancellation" and you're done
   • You'll see a confirmation message on screen immediately
8. Check your email (including spam/junk folders) for a cancellation confirmation email within 15 minutes

Cancel if you subscribed via apple app store

If you signed up for NOW TV through the Apple App Store, you must cancel through your Apple ID settings, not on the NOW TV website. NOW TV does not handle this cancellation.

1. On your iPhone or iPad, open the Settings app
2. Tap your name at the top of the screen
   • You may need to scroll to the top if you're on an older iOS version
3. Select "Subscriptions"
   • This shows all active app subscriptions tied to your Apple ID
4. Find "NOW TV" or "Now TV" in the list and tap it
5. Tap "Cancel Subscription"
   • Apple will offer you a chance to reconsider; you can decline or proceed
6. Confirm the cancellation by tapping "Confirm" when prompted
7. You'll see "Subscription Cancelled" on screen
   • Your access continues until the end of your current paid period, then stops

Cancel if you subscribed via google play

Similar to Apple, Google Play subscriptions are managed through your Google account, not NOW TV's website.

1. On your Android device, open the Google Play Store app
2. Tap the profile icon in the top right corner
   • On some older versions, this may be labelled "Menu"
3. Select "Subscriptions" or "Manage my subscriptions"
4. Find "NOW TV" in your active subscriptions and tap it
5. Tap "Cancel subscription"
   • You may be asked why you're cancelling; this is optional
6. Confirm the cancellation
   • Your access will continue through your current billing period

Cancel via live chat or phone

If you're having trouble cancelling online, NOW TV's support team can help you through live chat or phone. This method takes longer than the website but guarantees you speak to someone who can verify your cancellation.

1. Sign in to your NOW TV account at nowtv.com
2. Click the "Help" or "Contact Us" link, usually at the bottom of the page or in the account menu
3. Select "Live Chat" if available
   • Live chat typically responds within minutes during business hours
4. Tell the advisor you want to cancel your subscription and provide your account email or customer number
5. They will verify your identity and process the cancellation for you
   • Ask them to send you a confirmation email as proof
6. Request your final billing date and confirm it's what you expected

Cancel by post or email

For your records, NOW TV does accept cancellation requests by post or email, though this is slower than other methods. Contact NOW TV via live chat first to obtain their current postal address and email contact, as these details can change. Stopee recommends using registered post or email read-receipts so you have proof of your cancellation request.

What happens immediately after cancellation

Understanding what occurs after you cancel helps you avoid confusion and ensures you're not caught off guard.

Your access timeline

After you cancel, you retain access to NOW TV content until the end of your current paid period. If you cancelled mid-month, you don't lose your viewing rights; you simply won't be charged again when the next billing cycle arrives. This is one of NOW TV's consumer-friendly features. Make a note of your final access date (shown in your cancellation confirmation) so you know when your access ends.

Billing stops automatically

Once your cancellation is processed, automatic renewal stops. Your payment method will not be charged after your current period expires. If you subscribed via Apple or Google, their systems also stop billing you on the renewal date. Pro tip: check your bank or card statements for the next two billing cycles just to confirm no further charges appear; this is rare but worth verifying for peace of mind.

Refund eligibility and how to claim

Knowing when you're entitled to a refund is critical, and Stopee wants you to understand the rules clearly.

Refunds within 14 days of purchase

If you cancel within 14 days of your first purchase, you qualify for a full refund under UAE consumer law. Warning: this 14-day window is from your purchase date, not from when you started using the service. To claim your refund, contact NOW TV's support team via live chat and explicitly state that you are claiming your statutory cooling-off right. Provide your cancellation date and request confirmation that your refund will be processed. NOW TV must refund you within 14 days of receiving your cancellation request.

Refunds after 14 days

Once the 14-day cooling-off period expires, NOW TV's standard policy applies: no refunds are issued for partially used periods. This means if you've used the service for most of the month and cancel on day 25, you won't receive a refund for the unused 5 days. The trade-off is that you can cancel anytime without penalty, and no further charges occur.

Refunds for app store purchases

If you purchased through Apple or Google, any refund is handled by that platform, not NOW TV. Contact Apple Support or Google Play Support directly and explain that you cancelled within 14 days. They handle the refund independently, often within 5-10 business days.

NOW TV pricing and what you're paying for

Understanding what each pass costs helps you make an informed decision about whether to cancel or keep specific subscriptions.

Note: NOW TV is not officially available in all UAE regions, and pricing may vary depending on your payment method, location, and current promotions. Always verify your exact charge in your order confirmation and account settings. If you're being charged in a currency other than AED, your bank or app store may apply exchange rate fees on top.

Common cancellation mistakes to avoid

Cancelling a subscription sounds simple, but small oversights can leave you paying longer than necessary or frustrated by the process.

Mistake 1: cancelling after the billing date, not before

Your cancellation becomes effective on the date you process it, but it doesn't stop the current billing cycle if you've already been charged. If you're charged on the 15th of each month and cancel on the 18th, you've already paid for that month and won't get it back (unless within the 14-day cooling-off window). Pro tip: cancel a few days before your expected billing date to ensure your cancellation processes before you're charged again.

Mistake 2: cancelling on the website but forgetting you subscribed via an app

This is one of the most common traps. If you signed up through Apple or Google, cancelling on nowtv.com does nothing. Your subscription continues to renew through the app store, and you're still charged. Always verify how you originally subscribed, then cancel through that same channel. Stopee recommends checking your email confirmation from when you first signed up; it will state which platform processed your purchase.

Mistake 3: not saving your cancellation confirmation

Life happens: email gets lost, you forget you cancelled, or a rogue charge appears. Save a screenshot of your on-screen cancellation confirmation and the email confirmation. If NOW TV ever disputes that you cancelled, you have proof. This takes 10 seconds and saves you hours of back-and-forth later.

Mistake 4: confusing cancellation with account deletion

Cancelling your subscription doesn't delete your account. Your login, payment method, and viewing history remain on file. If you want to close your account entirely, you'll need to contact support separately. Most people simply cancel their passes and leave their account active in case they want to resubscribe later.

Your cancellation checklist

Use this checklist to ensure your cancellation is complete and correct.

• Confirm which method you used to subscribe (website, Apple App Store, or Google Play)
• Cancel through the correct channel (don't cancel on the website if you subscribed via an app)
• Note your final billing date and confirm it matches your expectations
• Save a screenshot of your on-screen cancellation confirmation
• Check your email (including spam folders) for a confirmation email within 15 minutes
• If you're claiming a 14-day refund, note the date you initiated the refund request
• Check your bank or app store statement on your expected billing date to confirm no charge occurred
• If a charge still appears, contact NOW TV support immediately with your cancellation confirmation

Why people keep or cancel NOW TV

Before you cancel, consider whether the service still offers value. Stopee believes in informed decisions, so here's what subscribers typically weigh.

Reasons to keep NOW TV

You might want to stay if you actively watch the content, enjoy the flexibility of monthly passes (rather than annual commitments), or value the Sports pass during major seasons. The Entertainment pass is reasonably priced for the variety of shows available, and there's no contract binding you if your viewing habits change.

Reasons to cancel

Cancel if you've finished your must-watch series, if Sports season has ended and you don't need that pass, or if you're consolidating subscriptions to reduce monthly costs. You might also cancel if you've found better value elsewhere or if you simply want a viewing break.

Key takeaway and next steps

Cancelling NOW TV is straightforward when you follow the right process for your subscription method. Whether you cancel via the website, live chat, or your app store, the outcome is the same: your subscription stops renewing, you keep access until the end of your paid period, and no further charges occur. If you cancel within 14 days, you're entitled to a full refund under UAE consumer protection law. Stopee has helped thousands of consumers navigate cancellation with confidence, and we're here to ensure you understand every step of yours. Save your confirmation, note your final billing date, and don't hesitate to contact support if any unexpected charges appear. You have the power and the right to manage your subscriptions on your terms.

Contact and support information

For further assistance or disputes regarding your NOW TV cancellation, you can contact NOW TV through:

• Live chat: via your account at nowtv.com (fastest response during business hours)
• Email: use the contact form on the NOW TV website to request their current email address
• Postal address: available through live chat support; NOW TV accepts cancellation requests by registered post
• UAE consumer authority: if NOW TV refuses to process your cancellation or disputes your 14-day refund entitlement, contact the relevant UAE consumer protection body for your emirate

Stopee remains committed to empowering consumers like you to cancel subscriptions without frustration or hidden charges. Visit stopee.com anytime you need guidance on managing your digital subscriptions.