I appreciate you have probably just made this account to have a whinge...
But really....!! as others have said.... NowTV isn't, and never has been a 4K streaming service. If you'd have spent 2 minutes researching before you subscribed you'd have been well aware of that.
Should they be? Of course they should in 2020 when others have been doing it routinely for years. However as others have said they only just started 1080p and 5.1 a year ago and even now that service is a paid option add-on and not available on all platforms - even platforms that are perfectly technically capable.
so.. "Only boring HD. Epic fail! Good buy now tv till you fix this!" is quite funny really. Firstly due to your spelling mistake... you said that NowTV is a "Good buy" - bit of an own goal there. Secondly.... why anyone would subscribe to a service without knowing what it was capable of.... well more fool you. Dont let the door hit you on the way out... and I suspect that unless you pay out for Sky's premium services i.e. Sky Q (the only place they seem to want 4K) ... NowTV will be deliberately kept as its 'poorer cousin' for a long time to come.
To the OP
Let’s just see what happens around November of 2025 shall we? 😜😂😜
That’s when I see the next big overhaul for Sky/NowTV.
So why would I say November 2025? Well the Sky Q service would be going on 10 years at that point, although it was unveiled in 2015.
Sky/NowTV like mid November (typically) to make Product/Service announcements based on their history, so why not again in 2025?
I think the biggest thing will be Sky’s premium TV service will merge with NowTV offering a similar tier system to something like Hulu in the US with options like streaming only, streaming + live TV on a 30 day rolling and 18 month contract (this is only speculation on my part though).
How everything will shake out ultimately we shall see but for the interim I will echo other people's sentiments, do your research and we only got HD streaming with multichannel audio in mid/late November of 2019.
If you want 4K content from Sky so bad cause you feel hard done by or whatever get a Sky Q subscription... simples 😜