Hayu heads to Nordics

Keeping Up with the Kardashians is among the shows on Hayu

NBCUniversal’s reality-focused SVoD service Hayu is expanding its international footprint with a launch in the Nordics later this year.

The streamer will be launched in partnership with Norwegian channel TV2 in the fourth quarter of this year, with availability in Finland, Sweden and Denmark to follow later.

Hayu launched in the UK, Ireland and Australia last year, carrying NBCUniversal reality content such as Keeping Up with the Kardashians and The Real Housewives franchise.

The move into the Nordics will take its reach to seven countries by the end of this year and follows recently announced partnerships with Amazon Channels in the UK and Fetch TV in Australia. A launch on Sky’s Now TV is also due next year.

Hendrik McDermott, senior VP of branded on-demand at NBCUniversal, said: “Launching in Norway is a key milestone for Hayu and the beginning of our international expansion plans.

“We have a dual goal of growing reach and distribution via both territory expansion and increasing our presence in existing markets via innovative partnerships. This latest development sees us establishing Hayu across the Nordics beginning in Norway with TV2, our flagship partner, with whom we are delighted to introduce the service to a whole new community of reality fans.”