BT TV brand returns almost three years after EE rebrand
October 16, 2026 12.41 Europe/London By Julian Clover


BT has brought back the BT TV brand for its broadband customers, almost three years after the service was renamed EE TV.

The change took effect on October 15, reversing the branding introduced on December 6, 2023, when BT Group positioned EE as the lead brand for its consumer connectivity and entertainment offering. The service therefore operated under the EE TV name for two years and ten months.

BT says the return brings broadband, television and mobile together under its consumer brand, with an emphasis on simplifying access to live channels, streaming services and recordings.

For existing BT Broadband customers with EE TV, the change is principally one of branding. Packages, monthly prices, channels, subscriptions and recordings remain unchanged, as does their existing television box. Customers using the EE TV app will be guided towards the BT TV app.

Broadband TV News understands the BT-branded boxes use the same hardware as their EE equivalents and continue to run on the YouView platform.

The offering includes two devices. The BT TV Box Pro combines streaming with recording capacity for more than 600 hours of content, alongside live pause and rewind. The BT TV Box Edge provides a simpler streaming option bringing live television and apps together. Additional boxes are available for multi-room viewing.

Content packages include access to NOW’s Sky Sports and Sky Cinema channels, Netflix and TNT Sports, depending on the subscription selected. Customers can choose between NOW Entertainment and NOW Entertainment & HBO Max.

BT Broadband customers taking BT TV can also receive three months of Apple TV at no additional charge.

Packages can be changed monthly, while unified search covers live television, catch-up and streaming. A Watch List lets customers save programmes and films for later viewing.

“Customers do not need more complexity. They need a simpler way to get to the entertainment they love,” wrote Matt Hughes, BT’s Marketing and Commercial Director, Consumer, in the launch announcement.

The return marks a change in emphasis from the December 2023 launch of EE TV, which formed part of the group’s wider “New EE” strategy. The latest rebranding specifically applies to television customers taking BT Broadband.