Now Tv, Please make a .exe download file available for paying customers, this way we can check if we can install it using Wine on Linux...OR make a Linux version of the app!!!???!1 I'm not able to download the file on the Windows Store through my Linux machine, and doing a Windows dual boot defeats the purpose of moving to Linux.
Have you tried downloading it on a Windows device, and then copying it across to your Linux box and attempting the install?
But unless you have a copy of Wine that purports to emulate Windows 10, I think you will be SOOL.
Also, have you thought of sourcing an Android emulator, and using an Android copy of the NowTV app?
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