Vodafone Hutchison Australia CEO Inaki Berroeta.
Vodafone has partnered Fairfax-Nine joint venture, Stan, to deliver customers on-demand video content in a deal similar the telco's recent Spotify offering for red plan customers.
The deal cements it push into content and follows the recent agreement with the Sydney Morning Herald to offer subscriptions red plan customers.
The partnership also coincides with the announcement to offer shared data plans, aimed at softening the blow for many customers increasingly streaming data-heavy video content.
Under the new share "everything" plans, customers on 12 or 24 months contracts can now share their calls, text and data allowance on up to 10 devices.
Vodafone Australia chief executive, Inaki Berroeta, said the way the Stan team understood content in the Australian market was key to forming a partnership.
"We intend to make it available to most of our customers, it will be a similar type of deal [Spotify]," he said.
"We want more people to use Vodafone and we want more people to use more data.
"Bill shock doesn't promote that, so we are making this affordable for more people."
Stan has been available for the just four weeks. But in that time has made considerable headway in the Australian market, according to chief executive, Mike Sneesby.
"The trajectory from launch has been better than we anticipated," he said.
"Our research told us there was a large amount of pent up demand and we accept a partnership like this is going to accelerate the market."
Sneesby would not be drawn on numbers.
Berroeta said the new "share everything" plans also were a response to the declining importance of voice.
"Voice is becoming less relevant to our customers," he said.
"The source of revenue is really data - from a technology perspective and a customers usage persepctive."
The new shared plans allow red plan customers to pay an additional monthly fee to add another person's phone or device to the one bill.
The plans start at $AU50 a month with 3GB of data and go up to $AU100 a month for 6GB of data.
For phones, the additional months costs starts at AU$30 per month, with 1GB of additional data, up to $AU70 per month for an additional 3GB per month.
For tablets, there are the options of $AU10 for 1GB of data, and $AU30 for 4GB of data per month.
The plans also include access to $AU5 roaming, data workout and 300 international calling minutes.
Vodafone chief marketing officer Loo Fun Chee, said Australian families and households would welcome a truly inclusive shared plan.
"Vodafone shared delivers simple and straightforward value for households with smartphones and tablets," she said.
"By bundling multiple services under the one account with Vodafone Shared, families can save time and money - at least $200 a year - on household smartphone and tablet costs."
