There are two components to NowTV on Windows 10, the NowTV App and the NowTV Video player.
I think you are at the point where you have chosen something to play from the App, and it is looking for the video player; but instead you are reloading the App, which is why you keep going round in a loop.
Can you try again, reading the instructions very carefully in the light of the above, and doing exactly what it says, rather than what you think it says?
If it still doesn’t work, though, because it has gone past the point where you get asked to download the video player, try deleting and reloading the App, which should give you another shot at loading the video player.
I had to do all this myself last week when I used a NowTV on my laptop for the first time. And I remember being pretty surprised that there were two downloads involved, but the instructions were pretty clear. And once you get the video player downloaded, it’s all pretty seamless after that; you interact with the App, and the video ‘just plays’, and you can pretty much forget it is a separate thing.
Set a Payment PIN on your account so that no-one but you can buy memberships on it.
Check your bank accounts monthly for any other unexpected payments to Now.
That way you can at least nip them in the bud, while you and Now figure out whose fault they are.
