hayu Lands on NENT Group’s Viaplay


Nordic Entertainment Group (NENT Group) and NBCUniversal have signed a multiyear deal that will make Viaplay the first platform partner for the reality streaming service hayu in Poland, Estonia, Latvia and Lithuania.

Per the deal, reality shows showcased on hayu will be available to viewers in all four countries from autumn 2021 as part of a Viaplay subscription. The agreement includes the latest seasons and every episode of Keeping Up with the Kardashians, Below Deck, Million Dollar Listing and The Real Housewives franchises.

Available via hayu is a variety of unscripted subgenres, including celebrity, lifestyle, home and design, dating, cooking, fashion and true crime. In the first year of the partnership, more than 1,000 episodes will be available in a hayu-branded area on Viaplay. The majority of new hayu shows will premiere on Viaplay on the same day as their U.S. broadcast.

Filippa Wallestam, NENT Group’s chief content officer, said: “Reality formats deliver emotion, drama and fan loyalty that rival content in any category. Globally known hayu shows such as Keeping Up with the Kardashians and The Real Housewives will find an enthusiastic audience in Viaplay’s four newest countries, where our one-of-a-kind combination of Viaplay originals, international films and series, kids’ content and live sports is already shaping an exciting new reality for the streaming market.”

Hendrik McDermott, managing director of direct-to-consumer, global, at hayu, said: “Europe continues to be a key focus in hayu’s ongoing growth strategy, and this exciting partnership with NENT Group—our first platform partner in Poland, Estonia, Latvia and Lithuania—makes it even easier for Viaplay subscribers to access hayu’s extensive offering of the best U.S. reality content, ad-free.”