Viaplay to Launch in the Netherlands

NENT Group is continuing its expansion strategy for Viaplay with plans to launch the streamer in the Netherlands in the first quarter of 2022.

NENT Group is looking to bring Viaplay to 4.5 million international subscribers (outside of the Nordics) by the end of 2025. It has set a target of 6 million Nordic subs for the same time period.

NENT Group has shored up the Dutch rights to Formula 1 in a three-year deal to 2024. It has also scored Bundesliga football for the Dutch market through 2029. The lineup will include a range of other premium live sports, Viaplay originals from across its footprint—including the Netherlands—international films and series and a kids’ slate.

“The Netherlands is an ideal market for Viaplay and a very attractive next step towards our ambition of becoming the European streaming champion,” said Anders Jensen, president and CEO of NENT Group. “Our long-term and multi-market partnerships with key sports rights owners, together with our ever-increasing lineup of original and exclusive content, will enable us to offer Dutch viewers something new and unique. When bringing Viaplay to a new market, we look for clear opportunities to grow, innovate, collaborate and take leadership. The Netherlands delivers on all counts.”

Viaplay is currently available in Sweden, Norway, Denmark, Finland, Iceland, Estonia, Latvia and Lithuania. It arrives in Poland in August and in the U.S. towards the end of the year. Beyond the Dutch launch in the first quarter of 2022 (launch date and pricing have not yet been announced), Viaplay aims to expand to four additional markets by the end of 2023.