{"id":24190,"date":"2026-01-20T08:50:21","date_gmt":"2026-01-20T13:50:21","guid":{"rendered":"https:\/\/worldscreen.com\/tvdrama\/worldscreen.com\/"},"modified":"2026-01-23T09:58:16","modified_gmt":"2026-01-23T14:58:16","slug":"viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/","title":{"rendered":"Viaplay\u2019s Alexandra Aldred on the Continued Strength of European Dramas"},"content":{"rendered":"

For many years, Nordic noir has captivated loyal viewers worldwide. The genre, along with European storytelling, is one of the strengths of Viaplay Content Distribution, a part of Viaplay Group. Alexandra Aldred, the VP of Viaplay Select and Content Distribution, talks to TV Drama<\/em>\u00a0about buyers\u2019 preferences, evolving financing models, increased cooperation among partners and innovative distribution strategies.<\/p>\n

TV DRAMA:<\/strong>\u00a0What are you hearing from buyers? What type of scripted content are they interested in?
\nALDRED:<\/strong>\u00a0We\u2019re hearing very clearly that buyers want distinctive, character-driven stories\u2014and crime and thriller remain the strongest categories across all regions. Nordic noir in particular continues to resonate for its authenticity and emotional depth. High-quality, grounded drama with a clear identity still travels well, and that\u2019s where we see most of the demand on the scripted side.<\/p>\n

We\u2019re also seeing steady growth in non-scripted, especially true crime and sports documentaries. Both genres consistently perform well and align naturally with the premium storytelling our partners expect.<\/p>\n

In addition, there\u2019s growing interest in adaptable scripted formats from both producers and broadcasters, which allow high-value, well-developed and proven shows to serve as strong creative foundations for new local productions\u2014reducing development costs and speeding up the greenlight process.<\/p>\n

Across the board, partners are becoming more selective. They\u2019re choosing fewer titles, but ones that feel premium and can cut through. This aligns well with what we offer across content sales at Viaplay Select\u2019s curated lineup, and the Viaplay SVOD channel in selected markets\u2014all of which carry a clear, recognizable Nordic and European editorial voice.<\/p>\n

TV DRAMA:<\/strong>\u00a0How have you seen financing models evolve? Is co-financing or co-producing necessary for most projects?
\nALDRED:<\/strong>\u00a0Financing has definitely shifted. With budgets tightening across the industry, especially on the scripted side, we\u2019re seeing much more collaboration between broadcasters, streamers and international partners. Co-financing and multi-party models have become a practical way to get ambitious dramas made, simply because the economics are more challenging than they were a few years ago.<\/p>\n

What we also see is that this environment increases the demand for content with a clear identity and for distributors who can unlock value across multiple windows and platforms. That\u2019s where we focus: positioning our Nordic and European slate in a way to maximize international distribution and monetization, while also being flexible to the producers\u2019 and commissioners\u2019 strategies. It\u2019s no exaggeration to say that we are the best home for international distribution of high-quality, distinctive European productions\u2014not only those commissioned or co-produced by Viaplay Nordics, but also those from third-party commissioners.<\/p>\n

TV DRAMA:<\/strong>\u00a0Has the U.S.\u2019s decrease in presales and commissions impacted European drama production?
\nALDRED:<\/strong>\u00a0It\u2019s true that global streamer pullbacks have contributed to a modest drop in European TV fiction volumes, with fewer titles and episodes in 2025 compared to previous years. But public broadcasters still commission over half of European fiction, and we\u2019re seeing real confidence in Europe through co-commissions.<\/p>\n

For Viaplay, the shift has actually highlighted the value of curated European slates. Buyers are leaning into brands that guarantee a strong genre and editorial promise\u2014exactly where our Nordic noir and European drama offering fits.<\/p>\n

TV DRAMA:<\/strong>\u00a0Have distribution deals also become more complex? Would you give an example of how you have distributed a recent drama series?
\nALDRED:<\/strong>\u00a0We\u2019re seeing faster and more varied windowing across SVOD, pay-TV and FTV windows, often with regional carve-outs. There\u2019s also increased flexibility from buyers around tighter definitions of exclusivity and, in some cases, co-exclusivity between specific channels and platforms. Added to this is more planning around ad-tier and AVOD growth to protect brand integrity and monetization.<\/p>\n

For example, with a recent high-end Nordic series, we anchored the launch through early SVOD rights in our home region, complemented by additional territories to maximize initial impact. This was followed by a carefully structured sequence of further sales across key markets, including AVOD and FAST windows where they added strategic value\u2014in some cases with SVOD window(s) following FTV\/AVOD, and in some markets the other way around.<\/p>\n

This approach allows us to balance broad reach with premium positioning, while ensuring the IP and brand remain coherent and compelling across all platforms and regions.<\/p>\n

TV DRAMA:\u00a0<\/strong>How have you been dealing with the rising costs of production? Is AI providing cost-cutting measures?
\nALDRED:\u00a0<\/strong>Production costs have risen across the board, especially for labor, technology and multi-location shoots. As a result, many buyers are focusing on fewer, high-impact titles, while producers are leaning into shorter series or mini-series formats to manage budgets.<\/p>\n

AI can support efficiency in areas like pre-visualization, scheduling, localization and VFX clean-ups, and when used responsibly, it can reduce costs meaningfully. At Viaplay, we use AI and automation pragmatically: wherever they improve efficiency, we adopt them, but we never compromise on creative quality. Internationally, we are exploring the use of AI or hybrid AI solutions for localization, subtitles and dubbing.<\/p>\n

TV DRAMA:<\/strong>\u00a0Is Viaplay Select interested in producing or distributing micro-dramas?
\nALDRED:\u00a0<\/strong>We\u2019re observing the rise of micro-dramas with genuine interest. It\u2019s a dynamic, innovative space and while it isn\u2019t part of our current slate, we\u2019re experimenting with\u00a0smart re-cuts\u00a0of select long-form titles into bite-size arcs\u2014focusing on strong emotional payoffs and cliffhangers\u2014to meet mobile-first consumption where it\u2019s thriving.<\/p>\n","protected":false},"excerpt":{"rendered":"

Alexandra Aldred, the VP of Viaplay Select and Content Distribution, talks to World Screen Newsflash\u00a0about buyers\u2019 preferences, evolving financing models, increased cooperation among partners and innovative distribution strategies.<\/p>\n","protected":false},"author":289,"featured_media":24191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[68,70],"tags":[11833,8751,5070,11832],"class_list":["post-24190","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-interviews","category-top-stories","tag-alexandra-aldred","tag-viaplay-content-distribution","tag-viaplay-group","tag-viaplay-select","pmpro-has-access"],"yoast_head":"\nViaplay\u2019s Alexandra Aldred on the Continued Strength of European Dramas - TVDRAMA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Viaplay\u2019s Alexandra Aldred on the Continued Strength of European Dramas - TVDRAMA\" \/>\n<meta property=\"og:description\" content=\"Alexandra Aldred, the VP of Viaplay Select and Content Distribution, talks to World Screen Newsflash\u00a0about buyers\u2019 preferences, evolving financing models, increased cooperation among partners and innovative distribution strategies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/\" \/>\n<meta property=\"og:site_name\" content=\"TVDRAMA\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-20T13:50:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-23T14:58:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvdrama\/wp-content\/uploads\/sites\/11\/2026\/01\/Alexandra-Aldred-VP-Viaplay-Select-Content-Distribution.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"469\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Anna Carugati\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Anna Carugati\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/\",\"url\":\"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/\",\"name\":\"Viaplay\u2019s Alexandra Aldred on the Continued Strength of European Dramas - TVDRAMA\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvdrama\/#website\"},\"datePublished\":\"2026-01-20T13:50:21+00:00\",\"dateModified\":\"2026-01-23T14:58:16+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvdrama\/#\/schema\/person\/29356fdd67fb1b454e7b8e3d34042925\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvdrama\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Viaplay\u2019s Alexandra Aldred on the Continued Strength of European Dramas\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvdrama\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvdrama\/\",\"name\":\"TVDRAMA\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvdrama\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvdrama\/#\/schema\/person\/29356fdd67fb1b454e7b8e3d34042925\",\"name\":\"Anna Carugati\",\"description\":\"Anna Carugati is editor at large at World Screen.\",\"url\":\"https:\/\/worldscreen.com\/tvdrama\/author\/acarugatiworldscreen-com\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Viaplay\u2019s Alexandra Aldred on the Continued Strength of European Dramas - TVDRAMA","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/","og_locale":"en_US","og_type":"article","og_title":"Viaplay\u2019s Alexandra Aldred on the Continued Strength of European Dramas - TVDRAMA","og_description":"Alexandra Aldred, the VP of Viaplay Select and Content Distribution, talks to World Screen Newsflash\u00a0about buyers\u2019 preferences, evolving financing models, increased cooperation among partners and innovative distribution strategies.","og_url":"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/","og_site_name":"TVDRAMA","article_published_time":"2026-01-20T13:50:21+00:00","article_modified_time":"2026-01-23T14:58:16+00:00","og_image":[{"width":640,"height":469,"url":"https:\/\/worldscreen.com\/tvdrama\/wp-content\/uploads\/sites\/11\/2026\/01\/Alexandra-Aldred-VP-Viaplay-Select-Content-Distribution.jpg","type":"image\/jpeg"}],"author":"Anna Carugati","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Anna Carugati","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/","url":"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/","name":"Viaplay\u2019s Alexandra Aldred on the Continued Strength of European Dramas - TVDRAMA","isPartOf":{"@id":"https:\/\/worldscreen.com\/tvdrama\/#website"},"datePublished":"2026-01-20T13:50:21+00:00","dateModified":"2026-01-23T14:58:16+00:00","author":{"@id":"https:\/\/worldscreen.com\/tvdrama\/#\/schema\/person\/29356fdd67fb1b454e7b8e3d34042925"},"breadcrumb":{"@id":"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/worldscreen.com\/tvdrama\/viaplay-groups-alexandra-aldred-on-the-continued-strength-of-european-dramas\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/worldscreen.com\/tvdrama\/"},{"@type":"ListItem","position":2,"name":"Viaplay\u2019s Alexandra Aldred on the Continued Strength of European Dramas"}]},{"@type":"WebSite","@id":"https:\/\/worldscreen.com\/tvdrama\/#website","url":"https:\/\/worldscreen.com\/tvdrama\/","name":"TVDRAMA","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/worldscreen.com\/tvdrama\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/worldscreen.com\/tvdrama\/#\/schema\/person\/29356fdd67fb1b454e7b8e3d34042925","name":"Anna Carugati","description":"Anna Carugati is editor at large at World Screen.","url":"https:\/\/worldscreen.com\/tvdrama\/author\/acarugatiworldscreen-com\/"}]}},"_links":{"self":[{"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/posts\/24190","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/users\/289"}],"replies":[{"embeddable":true,"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/comments?post=24190"}],"version-history":[{"count":0,"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/posts\/24190\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/media\/24191"}],"wp:attachment":[{"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/media?parent=24190"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/categories?post=24190"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/worldscreen.com\/tvdrama\/wp-json\/wp\/v2\/tags?post=24190"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}