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Operator makes it easier for customers to opt out, gives video providers control over how their traffic is managed.
YouTube was one of several new video providers to join T-Mobile US’s Binge On programme this week, after the operator made alterations to its zero-rated video service that give customers and content companies more control.
Google Play Movies, Red Bull TV, Discovery GO, and Fox Business, among others, have also signed up, bringing the total number of Binge On partners to more than 50.
In a statement on Thursday, T-Mobile said its Binge On partners together represent more than 70% of all the video that customers watch on their phones.
"The facts are clear – Binge On is a runaway hit, and adding these services is just huge! Now T-Mobile customers can watch all of the videos they want from these platforms without even touching their high-speed data," said T-Mobile CEO John Legere.
YouTube was a notable absence when T-Mobile launched Binge On in November 2015.
The service allows customers to watch as much mobile video as they like, at no extra cost, without it counting against their data allowance, provided the video service they access is a Binge On partner.
Any video provider can become a Binge On partner for free, as long as they meet T-Mobile’s technical requirements.
However, T-Mobile attracted criticism after it emerged that it reduces the quality of all video accessed by Binge On users, regardless of whether or not the content originates from a Binge On partner.
The issue was flagged by YouTube, among others, which accused T-Mobile of throttling its traffic.
Legere has staunchly defended his tactics, arguing that T-Mobile merely optimises video traffic.
Nonetheless, on Thursday, the operator announced some alterations to Binge On that give customers and video providers more control.
First off, T-Mobile has made it easier for customers to switch Binge On on or off, with changes taking effect within minutes.
In addition, video providers that are not Binge On partners can choose to not have their traffic throttled by T-Mobile.
"We think these changes, which T-Mobile is making for all users and video providers on a non-preferential basis, can help ensure that the programme works well for all users and the entire video ecosystem. As a result, YouTube and Google Play Movies and TV are participating in Binge On," said Google, in a blog post.
