hayu Joining Viaplay in the Netherlands


Viaplay and hayu have expanded their partnership to bring the NBCUniversal all-reality streaming service to the Netherlands.

Starting from Viaplay’s Dutch launch on March 1, reality shows on hayu will be available to viewers in the Netherlands at no extra cost, as part of a Viaplay subscription. Among the titles featured on hayu are Keeping Up with the Kardashians, Below Deck, Million Dollar Listing, Vanderpump Rules and The Real Housewives franchises.

Over 8,000 episodes of reality TV content will be available to Viaplay users, which will be in a hayu-branded area on the Viaplay service. The majority of new shows on hayu premiere in the Netherlands on the same day as their U.S. broadcast.

Filippa Wallestam, NENT Group’s chief content officer, said: “Reality content enjoys huge popularity in the Netherlands, and hayu hits such as The Real Housewives and Below Deck are among the genre’s most famous. Viaplay will be the only Dutch streaming service to include hayu at no extra cost to subscribers. Together with our Viaplay originals, Hollywood films and series, kids content and of course premium live sports, viewers can look forward to a unique and great value offering from March 1.”

Hendrik McDermott, NBCUniversal’s managing director, direct-to-consumer, global, said: “Europe continues to be a key focus in hayu’s ongoing growth strategy, and this exciting partnership with Viaplay in the Netherlands makes it even easier for Viaplay subscribers to access hayu’s extensive offering of the best U.S. reality content, ad-free.”