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EE and Netflix have teamed up on a new marketing campaign designed to showcase the flexibility of EE TV, highlighting how viewers can tailor their entertainment packages to suit changing viewing habits. The initiative reflects a broader industry trend where operators are competing through content aggregation rather than standalone streaming services.
The campaign, titled “EE TV: The Ultimate Flex,” promotes the ability for customers to add Netflix to their EE TV subscription while switching between entertainment and sports packages on a monthly basis. The goal is to offer households greater control over what they watch and when they pay for it.
Running across television, outdoor advertising, radio, digital audio and social media, the campaign focuses on the growing demand for personalised viewing experiences. EE and Netflix will also bring the activation into selected EE Experience Stores through immersive, Netflix-themed installations designed to engage customers with the platform’s content offering.
The collaboration reinforces the industry’s shift toward bundled entertainment ecosystems, where broadband and TV providers increasingly differentiate themselves by combining multiple streaming services into a single, flexible subscription rather than relying solely on exclusive content.
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