June 26 (Reuters) - Verizon announced a content

streaming plan for its broadband customers as part of a slew of

new initiatives on Wednesday in its latest bid to attract

consumers through value-added services.

The telecom major also revamped its branding, replacing

its logo, which had the company name and a tick mark, with a

red-and-yellow-accented "V" - its first major redesign in over

two decades.

Verizon is building on an approach that has worked with its

wireless customers.

Its myPlan offering, which offers access to major streaming

services has helped the company retain mobile customers since

its launch last year.

The newly announced myHome plan will offer Verizon's Home

Internet customers access to streaming services such as Netflix ( NFLX )

, Max, Disney+, and YouTube Premium

, among others, as part of a bundled offering starting

at $10 per month.

The company said support for Apple's ( AAPL ) content

services will be added soon.

Verizon also announced a new platform for its customers for

booking sports, music and live events, which will open later

this week with pre-sale access to singer Jelly Roll's upcoming

tour and tickets to the National Football League's upcoming

season.

The company announced upgrades to its services for trading

in smartphones for individuals and business customers.