NENT Group Rebrands as Viaplay Group

Nordic Entertainment Group (NENT Group) has formally rebranded as Viaplay Group, in line with the company’s focus on expanding its successful streaming service.

The Viaplay platform is on track to be available in at least 21 markets by the end of next year, including 16 in which it is offered direct-to-consumer. In the other five markets, it will be delivered via platform partners as the Viaplay Select branded destination. The company aims to have approximately 12 million Viaplay subscribers by the end of 2025.

Anders Jensen, Viaplay Group’s president and CEO, noted, “We are now Viaplay Group—the right step at the right time for our fast-growing global company. Viaplay is present in all our markets, our most recognizable brand and our largest single revenue-generating unit. This change will benefit our whole company by making us more visible and our strategy even clearer. Today is a milestone for our people, partners, investors and everyone connected with Viaplay Group, the international streaming challenger.”

Present in the Nordic and Baltic countries, Poland, the Netherlands and the U.S., Viaplay will launch in the U.K. this year, followed by Canada, Germany, Austria and Switzerland by the end of 2023.