3 UK zero-rates some streaming services with new ‘Go Binge’ feature

New Three subscribers can stream from Netflix, TVPlayer, Deezer and SoundCloud without eating into their data allowances.

Three UK has followed the lead of T mobile over in the U. H., with a new offering that zero-rates data from certain loading services, so they don’t count number against customers’ data allowances. “Go Binge” (even the particular branding is remarkably similar to T-Mo’s BingeOn) is included as standard for new and improving Three customers on SIM-only, “Advanced” handset and mobile broadband contract plans with allowances of 4GB or more per month.

Existing customers will have to change to a new, more costly plan to take advantage of Go Binge. Three says Go Overindulge can be used with its “Feel with Home” roaming service, that allows customers to roam in no extra cost in 60 territories around the world — though other fair-use restrictions still apply.

Three has hinted that more services will be added in the future.

The amount of services supported by Proceed Binge is pretty limited today — only Netflix, TVPlayer, Deezer and SoundCloud with launch — so it’s disappointing to see staples like BBC iPlayer and Spotify lacking the boat. However Three says it’s “always trying to add more services” — and for what it’s really worth, BingeOn also started little, adding more supported services over time.

So despite the big marketing push behind Go Binge, it’s starting out relatively small, both in its base of supported streaming platforms, and the customers who’ll be able to make use of the feature — remember, none of Three’s current subscribers will benefit unless they improve or switch to a more costly contract. It’s also unclear exactly how Go Binge will coexist with Three’s unlimited “All You Can Eat” data plans in the long term — free loading could eventually be used in order to coax subscribers off unlimited plans.

Three does at least appear to have dodged the bullet of downgraded video clip quality, an area of debate for T-Mobile in the early days of its unlimited streaming providing. Jonathan Morris reports that will streaming quality on Proceed Binge won’t be restricted by any means.

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