To support its new direction, Optus forged relationships with Netflix, Stan, Spotify, Google Play, Pandora, iHeartRadio and Guvera, and launched its own set-top box (YesTV by Fetch). They also made huge news by securing the exclusive Australian broadcast rights to the English Premier League (EPL) and launching their own channel Optus Sport. No longer simply a telco, Optus was emerging as a broadcaster in its own right.
At the same time, Optus optimised its network for entertainment and announced data-free streaming for selected entertainment providers – an Australian first. This meant that customers could enjoy the TV and music they love without chewing through data.