LOS ANGELES -- T-Mobile wants its customers to "Binge On." For free.
At T-Mobile's hyped-up tenth "Uncarrier" event on Tuesday, CEO John Legere announced the company will let customers stream video from 24 popular brands -- including Netflix, Hulu and UStream -- on their phones without wasting any data or money.
"Customers want reliable video," Legere said while chugging a Red Bull on stage at the event, which was live streamed. "One of the things that occurred to me is, can I find a way to stream that gives an incredible experience but doesn't waste things? Can I optimize video for the mobile device?"
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"Binge On now unleashes customers to watch what they want, when they want and on any device they want—without watching their data," the company said in a release.
The streaming will be available starting on Sunday, available to customers on a new Simple Choice Amped plan. All other customers will have access starting a week from Friday.
According to T-Mobile, Binge On will optimize videos streamed over T-Mobile's network for mobile. What that means is the quality will be "DVD or better" so there will likely be a resolution trade-off for higher-res video (720p, 1080p or 4K) depending on the speed an reliability of your network connection. Customers will be able to toggle the service on and off.
T-Mobile says Binge On is open to any service that wants to be a part of it, and launch partners include Netflix, HBO and Sling TV. YouTube is not yet a part of Binge On, but the T-Mobile executives said they want to work with all partners that aren't involved yet to partner with them.
"At this moment they didn't meet the technical requirements and/or desire to," Legere said in a Q&A after with audience members.
Legere also took jabs at competitors, including Verizon and its new mobile entertainment platform Go90. But he said customers can still stream it for free on T-mobile devices.
It's so open, we've even included Verizon's go90 platform. Rejoice go90 customers! All 17 of you. #UncarrierX— T-Mobile (@TMobile) November 10, 2015
"The uncarrier stood for solving customer pain points to fix a stupid arrogant industry," Legere said at the beginning of the presentation. "I want to remind you what I promised you before and what I promised you again: We won't stop until all this change is done."
The company also announced its biggest-ever update to Simple Choice, which will double customer data at no extra cost when everyone in the family gets extra data
"This is a huge day for T-Mobile, and a huge day for our customers," Mike Sievert, T-Mobile's chief operating officer said at the event.
Leading up to the event, T-Mobile hyped up the public with a packed "pink" carpet.
Live in LA, ready to unveil this blockbuster of an Un-carrier. #UncarrierX pic.twitter.com/wjcKzB35Ba— T-Mobile (@TMobile) November 10, 2015
Today show like mob @tmobile Uncarrierx. pic.twitter.com/JK7am3WeDE— jeffersongraham (@jeffersongraham) November 10, 2015
Breaking Bad actor Aaron Paul joined in on the presentation in a video message to Legere. He also stars in the national commercials for Binge On.
TV commercial for T-Mobile's Binge On pic.twitter.com/Xr2RmeR4cp— Tim Peterson (@petersontee) November 10, 2015
T-Mobile's celebrations will continue at a special concert on Tuesday night.