Viaplay Introduces Electronic Sell-Through

STOCKHOLM: MTG’s Nordic streaming-video platform Viaplay is launching a brand-new service for its subscribers: electronic sell-through (EST).

EST offers viewers the ability to stream and download movie titles only a few months after release in cinemas. This will build on Viaplay’s successful subscription- and transactional-video-on-demand offerings. EST will be available to Viaplay registered account holders from March 22 across the Nordic region and new titles will constantly be added to the service. Among the first titles available to buy in the online store this week will be the final Hunger Games chapter, Mockingjay part 2, and the latest James Bond movie, Spectre.

Jakob Mejlhede Andersen, the executive VP and MTG’s head of programming and content development, commented: “Digital downloads and streaming are rapidly replacing the physical disc. Globally this is a multi-billion dollar business moving online very fast, with digital expected to be as big as physical sales within a few years. The new EST window means that Viaplay subscribers can watch their favorite new movies on all devices shortly after theatrical release. Viaplay is already a unique service and this new launch adds yet another fantastic entertainment window for Viaplay customers.”