Spark has done a deal with video streaming service Netflix.
The telecommunications company will offer broadband customers who sign up to an unlimited data plan a one-year subscription to Netflix.
It is the first time Netflix has been bundled with broadband in New Zealand.
Spark chief executive Simon Moutter said it was moving beyond being a traditional telecommunications company.
"This move is consistent with the Spark media strategy outlined in previous investor updates, starting a shift to a more open, platform-centric approach, to be able to offer customers an even bigger range of content choices.
"We're growing our platform approach with a range of providers, providing a mix of digital tools to support our customers' lives."
The announcement comes days after the Commerce Commission rejected a billion dollar merger plan between Sky Television and Vodafone.
Spark, 2degrees, Trustpower, TVNZ and Internet NZ argued against the merger because they said it would put too much market power in the hands of one company at the expense of competition and consumers.