Vodafone has signed up to an exclusive promotional partnership for mobile devices with Netflix, as it seeks to claw back lost ground to rival EE in the UK’s 4G market.

From July, subscribers to Vodafone’s Red 4G plans can watch a range of movies and TV box sets on their smartphones, tablets or other devices for a period of six months.

Vodafone has majored on content as it seeks UK customers for its 4G network. Spotify and Sky Sports are currently the centre pieces of its pitch to users.

In contrast, EE has focused on pushing its network coverage and speed as a differentiator over its rivals.

So far EE’s approach seems to be working the better as CEO Olaf Swantee said this week that it had hit 3.6 million subscribers, with the target of hitting six million by end-2014.

On the other hand, Vodafone stated at this week’s annual results that it had attracted 637,000 4G subscribers in the UK.

Neither company said by what date the subscribers had been signed up, so the numbers are not necessarily on a like-by-like basis but EE is clearly in the lead.

In addition, a content-led strategy carries its own risks, such as ensuring a steady (and exclusive) stream of desirable programming is maintained.

Vodafone subscribers choosing Netflix will have access to a variety of content including shows such as House of Cards, Arrested Development and Orange is the New Black. The offer is available until December 2014.

The offer is open to those subscribers on Vodafone Red 4G plans priced over £26 a month.