PlayStation Now launched last year in the US; it's Sony's answer to backward compatibility, where the cloud streaming service grants users limited trials to hundreds of PS3 titles.
The European version has been in beta for quite a while now, but it seems like Sony is finally gearing up for a full release. PlayStation 4 users that span across Europe have been reporting signs of new PlayStation Now banner ads on the PSN store.
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If you happen to be in Holland or Belgium, the app seems to be downloadable, but none of the titles are playable. According to Tweakers, a Sony spokesperson said confirmed that the service will go live later today in Holland, Belgium, and Luxembourg.
Stick with GameZone for further updates on when the app goes live.