KPN is working on an OTT TV app that it plans to launch later this year.
The operator said the app would allow users to view content “in a new, personal way” as either live TV or on-demand.
Called Play by KPN, it will be available to everyone whether they subscribe to KPN or not.
The Netherlands-based company said it is working with a closed user group to develop the first version.
“The next step will be to expand this user group to develop the definitive version, with a commercial roll-out to follow later in 2015,” a statement read.
The operator said it was developing the service to meet changing viewer demand.
It cited young viewers as an example, claiming they want flexibility to watch their favourite programmes “on demand, at a time to suit them, at home or on their mobile device”.
Last month, KPN shuttered its youth-focused mobile brand Hi saying the wireless needs of young people were now similar to everyone else.
Play by KPN is being built for iOS and Android, or via Google Chromecast on a smart TV.
Last year, the operator launched a TV Everywhere offering, which enabled customers to watch TV and recording on all devices.
Diederik Rosenbaum, TV & Propositions Manager at KPN, commented: “Play by KPN gives you the freedom to watch content when you want, wherever you are. It doesn't even matter which internet provider you have.”