EE and Netflix launch campaign promoting flexible TV bundles
July 13, 2026 12.50 Europe/London By Julian Clover


EE has launched a new marketing campaign with Netflix highlighting the flexibility of its EE TV platform, as UK operators continue to compete on content aggregation rather than standalone streaming services.

The multi-channel campaign, titled EE TV: The Ultimate Flex, centres on families choosing different types of entertainment during the summer holidays, promoting EE TV’s ability to combine Netflix with entertainment and sports packages that customers can change on a monthly basis.

The campaign showcases Netflix titles including Little Brother, Enola Holmes 3, The Hawk and WWE Raw, while emphasising EE TV’s package flexibility, allowing subscribers to switch between entertainment and sports without long-term commitments.

From 18 July, EE and Netflix will also bring the campaign into three EE Experience Stores in London Westfield, Birmingham and Merry Hill, where visitors can experience Netflix-themed interactive installations and receive exclusive merchandise.

Kelly Engstrom, Brand and Marketing Communications Director at EE, said: “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.”

Joshua Walker, Director of Marketing Partnerships for Northern Europe at Netflix, added: “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.”

Created by EE’s in-house agency The Exchange, the campaign spans out-of-home advertising, radio, social media and digital audio, with media buying handled by WPP Media and Posterscope.

The campaign comes as UK television providers increasingly position themselves as content aggregators, combining traditional pay-TV with streaming services under a single user experience. Rather than competing directly with Netflix, operators such as EE are using partnerships with major streaming platforms to differentiate their broadband and television bundles and reduce customer churn.