I am having problems as well. I had an online chat with the help centre and they're going to email me back, but while I was on the website a red message came up to say they're aware of a fault for people setting up at the moment. They're working to fix it.
Mine is also now working. I turned it off again: pulled USB lead from plug, pulled out stick from HSMI port on TV, turned off wifi. I left it for a good 10-15 minutes. Turned on wifi and then plugged in stick again. Pale blue screen for ages. Put it onto normal TV while I waited. Emailed husband about a lift I need tomorrow. Turned it back onto Now TV screen. Hugh Jackman's bloody face again. Clicked on Get started. Again. Worked!!! Am now connnected and kids watching Incredibles 2.
Still no email from customer services though. Useless.
Hope you get sorted.