@Attheend
You have to be signed in, but EE ensure that this is done automatically on connected YouView boxes, so you don’t have to do it yourself.
The Now Community often gets BT TV users with a Now membership direct from Now, usually Sports, who are bewildered when they change the account on their YouView box to the direct one, only to find later that the BT TV Now account has quietly reasserted itself 😛
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*** Longtime YouView box owner, Broadband customer (was BT, now EE-gulp), finally an EE TV subscriber ***
