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NENT to launch streamer Viaplay in US

Nordic Entertainment Group (NENT Group) will launch its Viaplay streaming service in the US next year as part of a five-year international growth plan.

Anders Jensen

NENT is aiming to roll out Viaplay in a further 10 international markets by the end of 2023, including Estonia, Latvia and Lithuania.

It will also launch in Poland in August next year and has today announced an exclusive four-year streaming deal for Germany’s Bundesliga football league in the territory from next season.

In late 2021, Viaplay will debut in the US as a tailored service offering high-quality Nordic drama series.

By the end of 2025, the company says it aims to increase its subscriber base to about 10.5 million by more than doubling its Viaplay paying subscriber base in the Nordics to around six million and growing its international subscriber base to 4.5 million.

To fund these strategic initiatives, NENT Group will consult with its shareholders regarding a potential equity raise of more than SEK3.5bn (US$405m).

President and CEO Anders Jensen said: “This expansion requires funding and we will be discussing this with our shareholders. The growth and profitability targets that we are presenting today illustrate the unique and significant potential of our existing Nordic business and future international operations.

“The time is right to seize this major opportunity that we have in front of us, given the continued growth in streaming and ever-increasing demand for high-quality and locally relevant entertainment. We are ready. We have the platform, we have the operational model, we have the content and, most importantly, we have the team.”

Today’s plans follow the launch of Viaplay in Iceland earlier this year.

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