Taylor Swift NOW was Taylor’s very own TV channel. It was the destination for fans to watch exclusive and never seen Taylor videos and was only available on AT&T. Taylor Swift NOW showcased unique videos, concert performances, behind-the-scenes footage and more from Taylor’s archives. It was AT&T’s first-ever specially curated video catalog.
Taylor Swift NOW launched in December 2016 and was organized in themed chapters. It was packed with special glimpses into Taylor’s life and work spanning her entire career up until that point. This included original content with commentary from Taylor herself. Taylor Swift NOW got updated regularly with new videos and chapters for special events.