SK Broadband to bundle Netflix as pair terminate dispute

South Korea’s SK Telecom and its SK Broadband consumer division have teamed up with Netflix to integrate the streaming leader in their offerings, including via bundling.

The telco said that the aim is to help customers watch Netflix shows and films on mobile devices and IPTV (B tv) with easier access and payment options. SK Telecom and SK Broadband will offer various price plans and products, including bundled packages.

The partnership also means an end to a legal dispute that has been simmering between the pair since 2020, when Netflix and SK Broadband sued each other over who should meet network usage costs pushed up by the popularity of Netflix shows such as Squid Game.

In addition to launching Netflix bundled packages that combine SK Telecom’s plans and SK Broadband’s IPTV offerings, the pair will introduce additional Netflix bundled packages for SK Telecom’s subscription service, T Universe. The two companies also plan to introduce services combined with Netflix’s ad-supported price plan to allow more customers to enjoy Netflix.

In addition to the partnership, SK Telecom and SK Broadband will explore opportunities with Netflix to use AI technologies developed by the Korean side, such as conversational UX and personalized recommendation technologies, to create better entertainment experiences for customers.

Through the partnership, Netflix said it would be able to establish deeper connections with more SK Telecom and SK Broadband consumers, delivering shows including D.P. 2, Mask Girl, Kill Boksoon, and Physical: 100.

Netflix’s Tony Zameczkowski, VP of APAC partnerships said, “The partnership with SK Telecom, a leader in Korea’s telecommunication and innovative technology industries, holds special significance as it enables Netflix to enhance entertainment experiences for a broader Korean audience. Netflix is committed to creating and delivering the best stories to members in Korea and audiences worldwide, and we have high expectations for the journey ahead as partners serving our customers with SK Telecom and SK Broadband.”

SK Telecom’s Choi Hwan-seok, VP and head of corporate strategy office stated, “This strategic partnership with Netflix originates from the philosophy of SK Telecom and SK Broadband, where customer value is prioritized, and comes as part of our efforts to provide customers with an enhanced media service environment.” Additionally, he said, “We will continue to evolve into an AI company and work together with various players at home and abroad.”