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EE ups the content ante offering free Prime Video and MTV Play


EE is offering Prime Video and MTV Play with inclusive data for new and existing EE pay monthly mobile customers, in addition to Apple Music and BT Sport.

EE claims this could save customers up to £164 (€191) in subscription costs.

The latest Cisco VNI report predicts that 79% of the world’s mobile data traffic will be video by 2022.

EE customers on pay monthly handset, tablet or 12-month SIM-only mobile price plans can now get a six months subscription to Prime Video. Customers can use their log-in details across multiple devices including handsets, tablets, compatible TVs, gaming consoles, or Fire TV devices to bring Prime Video to life at home, and on the move.

EE is also giving customers a six-month subscription to the recently launched MTV Play app. Customers who download the app will have access to MTV’s reality content on their mobiles or tablets, including hundreds of hours of catch-up and boxsets in addition to a live feed of the MTV UK linear TV channel and short form digital original series.

Customers can also buy the new monthly Video Data Pass for £8.99 a month, on a rolling 30-day contract.

Content ambition

Marc Allera, CEO of BT’s Consumer division, said: “It’s our ambition to offer our customers unrivalled choice, with the best content, smartest devices, and the latest technology through working with the world’s best content providers.

“In offering all EE pay monthly mobile customers Prime Video and MTV Play access, in addition to BT Sport and Apple Music – we’re providing them with a wealth of great entertainment they can experience in more places thanks to our superfast 4G network, and soon to be launched 5G service. So, if they want music on a Monday, telly on a Tuesday, films on a Friday or sport on a Saturday, we’ve got something for them.”

Telcos' role

EE customers can also buy a new Video Data Pass for £8.99 per month, on a flexible 30-day rolling contract, so customer are always in control.

Paolo Pescatore, analyst with PP Foresight, notes, “Content is a key differentiator for telcos. However, consumers are now spoilt for choice resulting in too much fragmentation. Telcos are very well placed to aggregate content, integrate billing and provide universal search. Whoever achieves this first will have a significant advantage over their rivals.”

“This latest move supports EE’s vision to offer customers a broad range of services and…underlines the importance among content and media owners like Amazon and Viacom to work more closely with telcos to reach new audiences.” 
“People’s insatiable appetite to watch video clips on the move is showing no signs of slowing down. With faster and more reliable connections inside and outside of the home, this will only proliferate. And with the arrival of 5G people will be streaming more content rather than downloading for offline viewing.”