Viaplay Group
Swedish media and entertainment group operating streaming, television, radio and production businesses.
Last updated August 21, 2026
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Overview
Viaplay Group AB is a Swedish media and entertainment company headquartered in Stockholm. The group developed out of the Nordic Entertainment and MTG Studios businesses of Modern Times Group, which were separated from MTG in 2018. It began operating independently on 1 July 2018 under the name Nordic Entertainment Group, or NENT Group, and its shares began trading on Nasdaq Stockholm on 28 March 2019. Shareholders approved the change to Viaplay Group in May 2022, aligning the corporate identity with its principal streaming service. The group’s central consumer brand is Viaplay, a subscription streaming service offering original series, films, documentaries and live sport. The service originated as Viasat OnDemand in Sweden in 2007 and was renamed Viaplay in 2011. It expanded from the Nordic region into the Baltic states, Poland, the Netherlands, the United Kingdom, the United States and Canada. Viaplay’s proposition has generally combined Nordic and European scripted content with premium sports rights, including Formula One, football and darts, although the availability of rights varies by country and commercial agreement. Viaplay has also licensed its programming through Viaplay Select, a branded-content proposition distributed inside partner platforms in markets where a direct-to-consumer service is unavailable. Viaplay Group’s activities extend beyond subscription video. It operates advertising-funded television channels, including TV3 and related channel families, premium V sports, V series and V film channels, radio assets in Sweden and Norway, and Viaplay Studios, its production and distribution operation. The group also holds a 50% interest in Allente, the Scandinavian television distributor formed through the combination of Viasat Consumer and Canal Digital. Allente distributes Viaplay Group channels alongside third-party services. The company pursued an aggressive international expansion strategy during the early 2020s, supported by a 2021 capital raise and ambitious subscriber and market targets. It launched in the Baltics in 2021, Poland in 2021, the United Kingdom in 2022, the United States in February 2023 and Canada in March 2023. It also acquired the British sports broadcaster Premier Sports in 2022, later selling the business back to SSBL Limited in 2023. The rapid expansion was followed by financial pressure, strategic retrenchment and a reassessment of international operations. Canal+ became a significant minority investor in 2023 and, together with PPF, increased its interest in early 2024. Viaplay Group remains an active listed media company, with its strategy centered on streaming, content production, sports and Nordic television distribution.
History
Viaplay Group was created through Modern Times Group’s 2018 decision to separate its Nordic entertainment, MTG Studios and Splay Networks activities into a new listed company. The transaction followed an earlier proposed sale of related assets to Danish telecommunications company TDC, which did not proceed after TDC itself was acquired by Macquarie-backed investors. NENT Group began operating separately on 1 July 2018, with Anders Jensen appointed chief executive. The company’s first trading day on Nasdaq Stockholm was 28 March 2019. The new group inherited a broad portfolio: streaming, television channels, radio, production companies and the Viasat consumer pay-TV platform. In 2019 it invested in Erik Feig’s Picturestart, obtaining a stake in the studio and first-look Nordic rights to its output. In 2020, Viasat Consumer merged with Canal Digital to form Allente, jointly owned by NENT Group and Telenor. The transaction created a separate Scandinavian distributor while preserving access to NENT’s channel portfolio. Streaming became the company’s principal growth vehicle. Viaplay had begun in Sweden as Viasat OnDemand in 2007 and adopted its current name in 2011. It reached Iceland in April 2020, completing its initial Nordic rollout. In Finland, the service combined with Elisa Viihde Aitio in June 2020. The group subsequently launched in Estonia, Latvia and Lithuania in March 2021, Poland in August 2021, the United Kingdom in November 2022, the United States in February 2023 and Canada in March 2023. The international plan emphasized premium sports rights, Nordic drama and Viaplay Originals, with Formula One, Bundesliga, Premier League and professional darts among the rights announced for selected markets. The company also reorganized its production division. NENT Studios was renamed Viaplay Studios in September 2021, reflecting a stronger emphasis on making scripted and unscripted content for the streaming platform. Viaplay Select was introduced in 2022 as a way to place curated Viaplay and Nordic third-party programming inside partner services outside the direct-to-consumer footprint. International expansion increased the company’s reach but also exposed it to high sports-rights costs, difficult consumer conditions and financing pressure. Viaplay acquired Premier Sports in the United Kingdom in 2022, but sold the business back to SSBL Limited in November 2023. Canal+ acquired a 12% stake in July 2023 and, with PPF, increased the holding to 29% in January 2024 while supporting discussions about debt and recapitalization. These developments marked a shift from rapid geographic expansion toward financial stabilization and a more selective operating strategy. Viaplay Group continues to combine the Viaplay streaming brand with television channels, radio, production and its interest in Allente.
- 2023
North American launches
[1]Viaplay launches direct-to-consumer services in the United States and Canada.
- 2022
Group adopts Viaplay name
[1]NENT Group becomes Viaplay Group and acquires Premier Sports.
- 2021
Baltic expansion
[1]Viaplay launches in Estonia, Latvia and Lithuania.
- 2020
Allente is formed
[1]Viasat Consumer and Canal Digital combine into a jointly owned pay-TV distributor.
- 2019
Public listing
[1]Nordic Entertainment Group shares begin trading on Nasdaq Stockholm on 28 March.
- 2018
NENT Group is separated from MTG
[1]Nordic entertainment, studio and related assets become a new independent group.
- 2011
Viasat OnDemand is renamed Viaplay
[1]The streaming service adopts the Viaplay brand.
- 2007
Viasat OnDemand launches
[1]The service that later became Viaplay begins as Viasat OnDemand in Sweden.
Products and positioning
A Nordic-origin media group combining a premium streaming service with sports rights, original content, free-to-air and pay-TV channels, radio and television production.
Streaming service · 2011
Viaplay
The group’s subscription streaming platform, offering Viaplay Originals, acquired films and series, documentaries and live sports. Its catalog and rights package differ by market, with the service historically combining Nordic storytelling and premium international sports.
Content licensing · 2022
Viaplay Select
A branded content proposition distributed through partner platforms. It gives partners access to selected Viaplay series, films and documentaries together with curated Nordic third-party programming, particularly in countries without a direct Viaplay service.
Television and film production · 2021
Viaplay Studios
The group’s production and distribution division, previously known as NENT Studios and earlier associated with MTG Studios. Its strategy has emphasized scripted, unscripted and other content supporting Viaplay and external distribution.
Advertising-funded television
TV3 and related channels
A family of Scandinavian advertising-funded television channels, generally organized around a primary TV3 service and related channels such as TV6 and TV3+. The portfolio carries entertainment, factual programming and selected sports.
Pay television
V sports, V series and V film
Premium channel families distributed in Scandinavia, covering sports, series and films. Availability and line-ups vary by country and by the sports and content rights held in each market.
Marketing campaigns
- 2021Viaplay international expansion programme
Baltics · Poland · the Netherlands · United Kingdom · United States · Canada
The group presented a multi-year plan to expand Viaplay into numerous international markets, using premium sports rights and Nordic content to build a larger direct-to-consumer business.
Outcome. The service launched in several planned markets, but later financial pressure led to a more selective international strategy.
Brand decisions
2023
Retrenchment and financing reassessmentStrategyBackground
Rapid expansion, content costs and difficult market conditions increased pressure on the group’s financial position.
Action taken
Viaplay Group began reducing international exposure and pursued new investor and financing support.
Aftermath
Canal+ and PPF became major minority investors, while the company sold Premier Sports and reconsidered parts of its international plan.
2022
Premier Sports acquisitionM&ABackground
Viaplay wanted a stronger sports and pay-TV presence for its United Kingdom entry.
Action taken
The group acquired UK sports streamer and pay-TV operator Premier Sports.
Aftermath
The business was sold back to SSBL Limited in 2023.
2021
Baltic and Polish Viaplay launchesProduct launchBackground
The group sought to scale its streaming service beyond the Nordic region.
Action taken
Viaplay launched in Estonia, Latvia, Lithuania and Poland, supported by premium sports and local originals.
Aftermath
The launches expanded the direct-to-consumer footprint and formed part of the group’s international growth plan.
2020
Creation of AllenteM&ABackground
NENT Group’s Viasat Consumer business and Telenor’s Canal Digital were combined.
Action taken
The parties formed Allente, owned equally by NENT Group and Telenor Group.
Aftermath
Allente became an independent distributor of pay-TV services and channels.
2018
Spin-off from Modern Times GroupStrategyBackground
MTG decided to separate its Nordic entertainment and studio activities into a standalone listed company.
Action taken
NENT Group began independent operations on 1 July 2018.
Aftermath
The company listed on Nasdaq Stockholm in 2019 and later rebranded as Viaplay Group.
Recent events
- 2024
Canal+ and PPF increase Viaplay investment[1]
M&A
Canal+, together with PPF, increased its holding and participated in discussions concerning the company’s financing and restructuring.
- 2023
Viaplay launches in the United States and Canada[1]
Product launch
The streaming service expanded its direct-to-consumer footprint into North America with a focus on European content.
- 2023
Canal+ takes a minority stake in Viaplay Group[1]
M&A
Vivendi’s Canal+ Group acquired a minority holding in the Swedish media company.
- 2023
Viaplay Group sells Premier Sports back to SSBL Limited[1]
M&A
The group divested the British sports business roughly a year after acquiring it.
- 2022
Corporate name changes to Viaplay Group[1]
Leadership change
Shareholders approved the renaming of Nordic Entertainment Group to Viaplay Group.
- 2022
Viaplay Group acquires Premier Sports[1]
M&A
The group acquired the United Kingdom sports streaming and pay-TV operator ahead of its UK launch.
- 2021
NENT Group announces international streaming expansion[1]
Other
The company raised capital and set ambitious targets for new Viaplay markets and subscriber growth.
- 2020
Viasat Consumer and Canal Digital combine as Allente[1]
M&A
The pay-TV platforms were combined into Allente, jointly owned by NENT Group and Telenor Group.
- 2019
Nordic Entertainment Group lists on Nasdaq Stockholm[1]
Other
Shares in the newly separated media group began trading on the Stockholm exchange.
- 2018
NENT Group begins independent operations after MTG separation[1]
Other
The Nordic entertainment and studio businesses separated from Modern Times Group and began operating as NENT Group.
Sources5 sources
- 1Viaplay Groupen.wikipedia.org
- 2Viaplay Group corporate websiteviaplaygroup.com
- 3Fremantle completes acquisition of 12 NENT Group production labelsrealscreen.com
- 4NENT expands distribution agreement with Altibox | Advanced Televisionadvanced-television.com
- 5NENT Group acquires rights to Italian women's football Serie A for Viaplaytelecompaper.com
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