Viaplay Group

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.

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.

1. 2023North American launches

   Viaplay launches direct-to-consumer services in the United States and Canada.

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2. 2022Group adopts Viaplay name

   NENT Group becomes Viaplay Group and acquires Premier Sports.

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3. 2021Baltic expansion

   Viaplay launches in Estonia, Latvia and Lithuania.

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4. 2020Allente is formed

   Viasat Consumer and Canal Digital combine into a jointly owned pay-TV distributor.

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5. 2019Public listing

   Nordic Entertainment Group shares begin trading on Nasdaq Stockholm on 28 March.

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6. 2018NENT Group is separated from MTG

   Nordic entertainment, studio and related assets become a new independent group.

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7. 2011Viasat OnDemand is renamed Viaplay

   The streaming service adopts the Viaplay brand.

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8. 2007Viasat OnDemand launches

   The service that later became Viaplay begins as Viasat OnDemand in Sweden.

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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.

• ViaplayStreaming service2011

  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.

• Viaplay SelectContent licensing2022

  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.

• Viaplay StudiosTelevision and film production2021

  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.

• TV3 and related channelsAdvertising-funded television

  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.

• V sports, V series and V filmPay television

  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.

• 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.

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• 2023Retrenchment and financing reassessmentStrategy

  Rapid expansion, content costs and difficult market conditions increased pressure on the group’s financial position.

  What changed. 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.

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• 2022Premier Sports acquisitionM&A

  Viaplay wanted a stronger sports and pay-TV presence for its United Kingdom entry.

  What changed. The group acquired UK sports streamer and pay-TV operator Premier Sports.

  Aftermath. The business was sold back to SSBL Limited in 2023.

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• 2021Baltic and Polish Viaplay launchesProduct launch

  The group sought to scale its streaming service beyond the Nordic region.

  What changed. 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.

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• 2020Creation of AllenteM&A

  NENT Group’s Viasat Consumer business and Telenor’s Canal Digital were combined.

  What changed. The parties formed Allente, owned equally by NENT Group and Telenor Group.

  Aftermath. Allente became an independent distributor of pay-TV services and channels.

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• 2018Spin-off from Modern Times GroupStrategy

  MTG decided to separate its Nordic entertainment and studio activities into a standalone listed company.

  What changed. NENT Group began independent operations on 1 July 2018.

  Aftermath. The company listed on Nasdaq Stockholm in 2019 and later rebranded as Viaplay Group.

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• 2024Canal+ and PPF increase Viaplay investment

  Canal+, together with PPF, increased its holding and participated in discussions concerning the company’s financing and restructuring.

  M&A
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• 2023Viaplay launches in the United States and Canada

  The streaming service expanded its direct-to-consumer footprint into North America with a focus on European content.

  Product launch
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• 2023Canal+ takes a minority stake in Viaplay Group

  Vivendi’s Canal+ Group acquired a minority holding in the Swedish media company.

  M&A
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• 2023Viaplay Group sells Premier Sports back to SSBL Limited

  The group divested the British sports business roughly a year after acquiring it.

  M&A
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• 2022Corporate name changes to Viaplay Group

  Shareholders approved the renaming of Nordic Entertainment Group to Viaplay Group.

  Leadership change
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• 2022Viaplay Group acquires Premier Sports

  The group acquired the United Kingdom sports streaming and pay-TV operator ahead of its UK launch.

  M&A
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• 2021NENT Group announces international streaming expansion

  The company raised capital and set ambitious targets for new Viaplay markets and subscriber growth.

  Other
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• 2020Viasat Consumer and Canal Digital combine as Allente

  The pay-TV platforms were combined into Allente, jointly owned by NENT Group and Telenor Group.

  M&A
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• 2019Nordic Entertainment Group lists on Nasdaq Stockholm

  Shares in the newly separated media group began trading on the Stockholm exchange.

  Other
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• 2018NENT Group begins independent operations after MTG separation

  The Nordic entertainment and studio businesses separated from Modern Times Group and began operating as NENT Group.

  Other
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1. Viaplay Group
2. Viaplay Group corporate website