Murdoch sold Sky to Comcast in 2018. NOW is effectively a deal between Sky and BT to share programming. I believe it was initially set up so that Sky customers could watch sports events that BT had the rights to and vice versa. The NOW app is Sky content without the contract.
The convenience of apps is that most don't have a contract so you can start and stop them without penalty. I agree you have to keep an eye on costs. Consider cancelling those you aren't getting much use out of as you can always start them again once there is enough new content to interest you.
It isn't that technical once you get the hang of how apps work and gives you access to a much wider variety of programming than the free-to-air channels offer.
They provide an alternate way of seeing things that pre-Covid I would have gone to see at the cinema, theatre and live music venues. Not the same excitement as a live performance or a big screen showing but safer for me.
Giorgia Meloni Gives Trump Both Barrels!


. You don't even need a smart TV, so long as it has a usb port.