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.
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.