Three UK is zero-rating content from Netflix, TV Player, SoundCloud and Deezer as it looks to tap into what it described as “an explosion” of binge-watching and content streaming.
New and existing customers of the mobile operator can sign up to a Go Binge tariff from 6 July.
Three UK said the offering would be available on “advanced plans with a 4GB or above data allowance” but did not provide pricing details.
It follows a move by Virgin Media to zero-rate WhatsApp and Facebook messaging on 4G tariffs late last year.
Three’s launch follows research the operator commissioned from Censuswide.
This found that 21 percent of 5,181 UK adults said that bingeing is now the only way they watch a TV series.
The research also found that nearly 40 percent of respondents worried about streaming on the go due to the fear of using too much data.
Dave Dyson, Chief Executive at Three UK, said: “We know that from our extensive insight that bingeing on content has become part of everyday life, yet people have been unable to do that on the go as much as they’d like due to fears of exceeding data limits.
“It’s my ambition to unlock any restrictions that stop consumers from enjoying their mobiles and using them to do the things they love.
“With Go Binge we are the first network in the UK to give people the freedom to use their data to stream their favourite shows and music without any boundaries and without worrying about restrictive data allowances and charges.”
Three has 11.4 million mobile customers making it the fourth largest operator in the UK behind EE, O2 and Vodafone.
Revenues rose four percent to £2.3 billion last year as it added 618,000 new customers.