OREANDA-NEWS. May 18, 2016. T-Mobile is bent on retaining subscribers and winning over new ones by adding more streaming services to its Binge On program.

On Tuesday, the company announced the addition of more than 12 streaming video and audio services to Binge On so its users can watch and listen without eating into their cellular data plan. Some of the additions include NBC, Spotify, Google Play Music, Univision, Radio Disney and Tidal. This marks the fifth time T-Mobile has added more services to Binge On since the program was unveiled last November.

Binge On is yet another audacious move by T-Mobile to shake up the wireless business, and the competition is paying attention. Over the course of this year, Verizon, AT&T and Sprint have all launched one incentive program or deal after another. The furor shows just how hard mobile carriers are working to hang onto existing customers and capture new ones.

Available for free, Binge On is aimed at people who want to watch their favorite TV shows and movies no matter where they are. That means they don't want to worry about the high cost of exceeding the monthly data limit when using cellular service. Since November, T-Mobile customers have streamed more than 377 million hours of video without tapping into a cellular plan, according to the company.

T-Mobile also offers a program called Music Freedom, through which subscribers can listen to music-streaming sites without using up cellular data. Some services, such as Google Play, offer both video and music and so have joined Binge On to stream both types of content.