NENT Group Proposes Rebrand


Nordic Entertainment Group (NENT Group) is proposing a rebrand of the company to Viaplay Group.

The proposal reflects NENT Group’s strategic focus on the Viaplay streaming service and its ongoing international expansion and continued Nordic growth.

Viaplay is NENT Group’s most recognizable brand and the only one present in all its markets, and it is the company’s largest single revenue-generating unit.

Viaplay is today available in 11 countries, with at least 16 countries planned by the end of 2023, and it aims to have approximately 12 million subscribers by the end of 2025.

The proposal is subject to the approval of NENT Group’s shareholders at the company’s Annual General Meeting on May 18.

Anders Jensen, NENT Group’s president and CEO, said: “Our proposed rebrand shows exactly who we are—a fast-growing international entertainment company. Becoming Viaplay Group will deliver clarity, simplicity and visibility. In turn, this will make us even more attractive for partners, investors and talents. The global streaming market has never been so exciting and competitive, and innovation in all areas, from our platform to our brand, is vital.”