Netflix (US) has become famous partly through it's queue function, which allows users to add titles they're interested in to a virtual queue or favourites list. It's a lot easier then writing them down on a scrap of paper.
Netflix UK has oddly never implemented it, despite users repeatedly asking for it. LoveFilm also lacks this feature on their streaming apps. Now TV has 'my movies', which works like Netflix's 'last played', and can work as a queue of sorts by playing a bit of a film you're interested in. It works, but it's clunky.
So how about an 'add to queue' or 'add to my movies' button in the various Now TV apps? Shouldn't be hard to do, but would be useful.