NOW tv for Apple TV 4K

You can only watch Now TV abroad if you

• Have a UK payment card registered on your account
• Have watched NOW TV on your account in the UK within the last 30 days
• Are in one of the EU countries listed on the website (Italy is included) – you can't watch NOW TV in any non-EU countries.

So if you don't have a NOW TV subscription in the UK you can't watch it - and it won't appear on a non-UK device.

That would require the service to be made available elsewhere, you can contact the provider if you wish.