BT is adding NOW TV to its flexible packages through a BT TV box.
The new 24-month flexible TV packages will launch on February 21 and include Sky Atlantic Sky Sports and NOW TV in addition to BT Sport.
The packages will start at £10 per month and viewers will be given the flexibility to upgrade, downgrade or add a bolt-on.
Netflix and Amazon Prime can be accessed through an easy-to-use search.
PP Foresight telco analyst Paolo Pescatore said: “This well long-overdue move feels like a last-ditch effort to be successful on TV.
“BT has done a superb job of introducing some novel features and bringing together key services all in one place.
“This will strongly resonate with users. However, it is unlikely to pose a considerable threat to Sky who in turn will be able to bundle BT Sport into its own packages. In the future expect this new TV platform to be bundled with BT Halo which will further strengthen its premium convergent offering.
“It is set to be a bumper year in video/TV services as all providers seek to differentiate their offerings. More so with the arrival of new video streaming services like Disney+ and others returning and strengthening their respective TV platforms.”
BT consumer division CEO Marc Allera said: “Life doesn’t stand still from month to month, so we don’t believe our customers’ TV should either.
“Our new range of TV packs bring together the best premium services, fully loaded with a wide range of award-winning shows, the best live sports in stunning 4K and the latest must-see films – all with the flexibility to change packs every month – with quick and easy search to find what you want to watch.”