U.K. telecom BT is giving its broadband subscribers streaming access to its sports channels through Google’s Chromecast, according to a Financial Times report.
The news follows on last month’s deployment of the £30 streaming device in the United Kingdom and a handful of other European countries.
The move will ease BT’s reliance on the much-maligned YouView TV platform.
Chromecast, which plugs into the HDMI port of a TV set, allows users to “cast” content directly to TV sets from a laptop, smartphone or tablet.
For BT subscribers, that means the popular English Premier League will be available on phones, tablets and computers, and now their TV without a pay-TV contract.
There’s no date announced yet for when the dongle will go into action.
BT is the second UK broadcaster to place its content on Google’s dongle, joining the BBC’s iPlayer app.
Sports content globally is considered a premium product. BT has paid more than £1.6 billion ($2.66 billion) for rights to football alone.
But sports also is a major revenue stream and a magnet for viewers, both on traditional TV and online.