September 23, 2021
Nordic Entertainment Group has big plans to take on Netflix, Amazon Prime Video and Disney+. The Scandinavian-based SVOD operator announced it is expanding its streaming service to five countries in 2023, with a goal of topping 12 million subscribers by 2025.
Viaplay, which is currently available in Sweden, Denmark, Norway, Finland, Iceland, Estonia, Latvia, Lithuania and Poland, previously announced it would launch service later this year in the United States and Holland.
The platform’s content offering in the five new markets will include Nordic, local and international TV series, movies, documentaries and kids content, both original and acquired, in addition to live sports in select European territories.
“We have stepped up the pace and scale of Viaplay’s international expansion,” CEO Anders Jensen said in a statement. “We have acquired virtually all of the international sports rights that we targeted, and for multiple cycles in several cases; added one more market to our roll-out ambition; signed innovative partnership agreements; and raised the bar when it comes to our investments in original content.”
Jensen contends that despite the presence of Netflix and other streamers throughout Europe, Germany’s SVOD penetration among its 42 million households is expected to grow to more than 50% by 2025, with more than two SVOD subscriptions per SVOD household. He believes 77% of the U.K.’s 28 million households have SVOD subscriptions, and the number of subscriptions per SVOD household is also expected to exceed two in the coming years.
Trends the executive said also include majorities among Canada’s 15 million households, in addition to Switzerland and Austria’s 8 million combined households.
“As a result, we are increasing our subscriber and revenue growth targets, as well as our target profitability levels,” Jensen said. “We are investing in this growth right now, in order to capitalize on the opportunity created as the shift to streaming video consumption continues to accelerate, and demand for high quality and locally relevant stories increases.”