George on NOW TV's pricing versus Netflix and Amazon

NOW TV has really good prices and I remember when I used it there was a big variety of things to watch. I wonder what’s their business model as they offer discounts when customers try to leave, whereas Netflix and Amazon went the other direction of raising the prices numerous times and also showing ads to paying users.

They clearly want to attract and retain users, hence the lower prices and maybe they want to do an exit and get acquired (not sure if they have already).

Obviously not a like for like comparison, as Netflix is investing billions in movie productions and movie content whereas NOW TV is acquiring the license rights for the content.