From Netflix to Amazon Prime Video, streaming services are some of the most popular options for people hoping to watch films and TV programmes these days.
Now, in the hopes of competing with these services, BT has announced that it’s scrapping its pay-TV packages in favour of more flexible bundles.
The TV platform has also fully integrated Now TV from Sky into its packages for the first time.
BT says the updates enable it to offer the widest choice of TV shows, films and sport available – including its own BT Sport channels, Sky Sports and streaming services Netflix and Amazon Prime Video.
It said that the new flexible packages will allow users to upgrade, downgrade or bolt-on additional channels month-to-month as their lifestyle and viewing habits change.
BT confirmed the new range of packages would start at £10 a month, rising to £60 for the all-inclusive VIP package.
Marc Allera, chief executive of BT's consumer group, said: "Life doesn't stand still from month to month, so we don't believe our customers' TV should either.
"Our new range of TV packs bring together the best premium services, fully loaded with a wide range of award-winning shows, the best live sports in stunning 4K and the latest must-see films – all with the flexibility to change packs every month – with quick and easy search to find what you want to watch.
"So now with a click of a button you can take out the Big Sport package to catch the top Premier League fixtures one month and swap it for VIP for a rainy school holiday with the family the next."
BT announced its search function had also been updated to enable users to search for content across all channels and streaming services for the first time.
How much will BT flexible bundles cost?
BT is rolling out new flexible packages to allow users to upgrade, downgrade or bolt-on additional channels month-to-month as they see fit.
But how much will it cost?
The new range of packages will start at £10 a month, rising to £60 for the all-inclusive VIP package.
What add-ons will be included?
The updates will mean BT customers will get access to a wide variety of TV shows, films and sport via its own BT Sport channels, Sky Sports and streaming services Netflix and Amazon Prime Video.
Where to buy?
Customers can head to bt.com/tv from February 21 to select and browse available add-ons to their account.
Pete Oliver, managing director of marketing for BT's consumer group, described the range of upgrades as a "game-changer" for customers by offering more choice and freedom in the content they can access from one place.
Technology expert and industry analyst Paolo Pescatore from PP Foresight said the changes weren't a surprise, as TV providers attempt to fight off competition from the emergence of streaming platforms such as Netflix and others.
"Aggregation is the holy grail. BT has done a superb job of introducing some novel features and bringing together key services all in one place. This will strongly resonate with users," he said.
"It is set to be a bumper year in video/TV services as all providers seek to differentiate their offerings. More so with the arrival of new video streaming services like Disney+ and others returning and strengthening their respective TV platforms."
BT confirmed the new packages would launch on February 21.
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