EE and Netflix Partner on Summer Campaign Showcasing Flexible Entertainment Through EE TV

EE and Netflix Partner on Summer Campaign Showcasing Flexible Entertainment Through EE TV

(IN BRIEF) EE has launched EE TV: The Ultimate Flex, a new campaign showing how households can adjust their EE TV packages to include Netflix and access entertainment, comedy, crime drama, sport documentaries and live sports content. The campaign focuses on the summer holiday period, when families often need flexible viewing options for different tastes. Created by EE’s in-house agency The Exchange, the campaign will run across out-of-home, radio, social media and digital audio, with media handled by WPP Media’s OpenConnect and Posterscope. EE and Netflix will also activate the campaign in three EE Experience Stores with a Netflix-inspired sensory booth and exclusive merchandise. EE TV offers flexible monthly package changes, access to Netflix through selected EE TV and mobile plans, and content including free-to-air TV, TNT Sports, Sky Channels, Sky Originals, HBO Max Basic with Ads with NOW, Netflix and Apple TV. The campaign positions EE TV as a simpler, more flexible way for households to manage their viewing choices.

(PRESS RELEASE) LONDON, 14-Jul-2026 — /EuropaWire/ — EE has launched EE TV: The Ultimate Flex, a new multi-channel brand campaign highlighting how households can adapt their EE TV package to include Netflix and enjoy some of the summer’s most talked-about TV shows, films and live entertainment.

Built around the familiar challenge of keeping everyone entertained during the summer holidays, the campaign shows how families can use EE TV’s flexible packages to switch between entertainment and sports options, giving households greater control over what they watch and what they pay for.

EE customers can access Netflix through selected EE TV and mobile plans, with the freedom to change their TV package monthly. The offer gives viewers access to a wide range of content, from comedies and crime dramas to sports documentaries and live sports programming.

The campaign highlights Netflix titles available through EE TV, including Little Brother, Enola Holmes 3, The Hawk and WWE Raw, while also showing how customers can adjust their sports and entertainment packages as viewing preferences change.

Created by EE’s in-house creative agency, The Exchange, the campaign will run across out-of-home advertising, radio, social media and digital audio. Media planning and buying is being handled by WPP Media’s OpenConnect team, with Posterscope managing the nationwide out-of-home campaign.

From 18 July, EE and Netflix will also bring the campaign to life across three EE Experience Stores: Studio, London Westfield, Birmingham and Merryfield. Customers will be invited into a Netflix-inspired sensory booth designed to showcase the range of comedy, crime drama and sport available to watch on Netflix through EE TV.

Visitors to the in-store experience will also receive exclusive Netflix merchandise. Beyond the store activations, the campaign will include interactive social content, experiential activity and EE’s partnership with Heart Radio.

The campaign is designed to demonstrate how EE TV combines entertainment choice, simplicity and flexibility in one service. EE TV allows customers to switch packages every month, helping them access the content they want without being locked into the same viewing bundle.

Kelly Engstrom, Brand and Marketing Communications Director at EE, said the campaign reflects the changing needs of modern households.

“After a long day, there is nothing better than sitting back, switching off and finding something great to watch on TV,” said Engstrom. “At EE, we understand that every household has different tastes and viewing habits that are always changing, which is why we are doing more to make sure EE TV has what they need, when they need it.”

She added that EE TV gives customers more choice, flexibility and control across entertainment, comedy, crime drama and sport, all through one simple service.

Joshua Walker, Director, Marketing Partnerships – Northern Europe at Netflix, said the partnership makes it easier for households to find something to watch together during the summer.

“This summer, Netflix is packed with feel-good favourites and through EE TV it’s easier than ever for households to find something to watch together,” said Walker. “From laugh-out-loud comedies and edge-of-your-seat crime dramas to eye-opening sports documentaries, there’s something for everyone in the family, whatever your mood.”

Rebecca Marshall, Client President at OpenConnect, WPP Media, said the campaign is built around a common household reality: different viewers often want different things.

“EE TV’s flexibility solves a genuine viewer tension, and our job was to bring that to life through channels that people are already using to discover their next watch,” said Marshall.

EE TV is designed for busy households, offering flexible content packages and a choice of hardware. Customers can access EE TV through the EE TV App on Apple TV 4K, EE’s own set-top box range and a multi-room option.

The service includes free-to-air TV, TNT Sports, Sky Channels and Sky Originals, as well as every series from HBO Max Basic with Ads with NOW. Customers can also access apps including Netflix and Apple TV.

Customers who combine EE Broadband, EE Mobile and EE TV become EE One customers and can access exclusive savings for the whole household.

About EE 

EE is the UK’s best network, offering superfast mobile and broadband connection to millions across the UK. With an ambition to be the country’s most trusted connector of people, EE’s network and services keep consumers connected and entertained.

EE’s 4G, 5G and 5GSA speeds cover more than 90% of the UK, while EE’s super reliable broadband is available at more than 99% of UK premises, with guaranteed speeds to keep people streaming, gaming, watching TV and connecting to the things that matter most.

EE’s mobile network continues to receive extensive recognition including UK’s best overall network by RootMetrics® every year since 2014, as well as being named Best Network for Consumers at the Mobile Industry Awards for the last four years since 2022.

EE is committed to offering first class service in the industry and has nearly 400 stores across the UK. In 2023, EE launched its new experiential retail strategy opening its flagship EE Studio and Experience stores nationwide. The innovative approach to retail in the telco industry has seen EE receive multiple awards of recognition including Retailer of the Year at the Mobile Industry Awards in 2024 and 2025, and Best New Store for the EE Studio at the Retail Week Awards in 2024.

EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised for putting people and culture at the heart of the company at the Cnect Wales Awards in 2025.

EE is part of BT Group’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.

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SOURCE: EE Limited