You can't add apps to sky TV services, the apps that are on the box are the only ones available.
As suggested by @Annie+UK it wouldn't make sense for NOW TV to be an app on a Sky TV device, as if you are subscribing to a Sky TV service the expectation would to be add the sports pack rather than subscribe to NOW TV. Now TV is aimed at those who prefer its flexibility and just want access to specific sky tv channels/content rather than subscribing to a full TV package.
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