ViacomCBS and NENT Group Partner for Pluto TV’s 2022 Launch in the Nordics

ViacomCBS Networks International, a division of ViacomCBS, and Nordic Entertainment Group (NENT Group) Nov. 29 announced a partnership for a new Pluto TV service across Sweden, Denmark and Norway in 2022.

The service combines ViacomCBS’s free ad-supported streaming TV (FAST) service with the biggest pan-Nordic AVOD platform Viafree. NENT Group will serve as the platform’s leading advertising sales partner.

Upon launch, Pluto TV viewers will be able to stream Viafree local favorites such as “Paradise,” “Luxury Trap” and “Familien fra Bryggen,” alongside global content from ViacomCBS’s library such as “The Hills,” “Awkward,” “MTV Unplugged” and “Catfish,” and content from multiple partners packaged in thematic channels, including Pluto TV Movie, Pluto TV Crime, Pluto TV History, and Pluto TV Comedy, among others.

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“This transformational partnership will boost Pluto TV’s growth internationally, and we expect to replicate this strategic model across key international markets,” Raffaele Annecchino, CEO of VCNI, said in a statement.

NENT CEO Anders Jensen said the agreement would help strengthen Viafree’s ability to grow its SVOD platform. Following the launch of Pluto TV, Viafree will be phased out as a standalone platform.

“With this [partnership], we are taking an important further step to sharpen our focus on our fast-growing Viaplay SVOD service, which we expect to have at least 12 million subscribers in 2025,” Jensen said.

Pluto TV, which is available in 26 markets globally, including the U.S., Latin America, and Europe, realized 48% year-over-year growth in advertising revenue through Sept. 30. The platform ended the most-recent quarter with more than 54 million average monthly views.

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