The league will stock NFL Now with some 105 hours of original content each week, and viewers will have access to nearly 400 hours of archival footage. That includes historical highlights from individual teams as well as every Super Bowl between 1967 and 2009.
Also included is access to the well-regarded NFL Films archive, segments from the NFL Network, and live coverage of press conferences and shows.
The NFL appears to be especially proud of NFL Now's personalization options, which allow viewers to select their favorite teams and players, as well as link their fantasy football roster. This creates a customized video stream that the league says will change over time, "to the point where no two registered fans will have the same experience on NFL Now."
Fans looking for even more content can subscribe to NFL Now Plus, a $1.99-per-month subscription for viewers in the U.S. that will bring instant in-game highlights. NFL Now Plus will cost $4.99 per month for international viewers, but will grant those living outside the U.S., Mexico, and the U.K. access to a live stream of NFL Network as well as Sunday access to NFL Red Zone.
The NFL Now app is available now for iPhone and iPad as a free, 27.9-megabyte download from the App Store. A companion channel on the Apple TV is expected to launch later Thursday.