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Viaplay expands outside Nordics

Crime series Huss is based on the novels of Helen Tursten

Viaplay will offer viewers in Estonia, Latvia and Lithuania a combination of originals, kids’ content, films and series from Hollywood plus live sports coverage from the first quarter of 2021.

New local originals for the Baltic markets will be developed by NENT Studios and with third-party production companies.

In the Nordics, Viaplay has continued to ramp up its scripted slate, which includes series such as Huss and Face to Face, since it unveiled its originals strategy in 2018 and is set to premiere 30 of them this year.

Having expanded recently into Iceland, Viaplay will now be present in eight countries. NENT said the streamer has more than 2.5 million paying subscribers across Sweden, Norway, Denmark, Finland and Iceland.

The service will be available to customers in the three Baltic countries through direct subscriptions and via third-party partnerships. Its live sports coverage includes multi-year rights to Formula 1 motor racing, Bundesliga football and NHL ice hockey.

Anders Jensen, NENT Group president and CEO, said: “Expanding Viaplay to the Baltic countries is a natural next step. These markets are close to home, relatively under-penetrated, growing fast and we will have a truly unique content offering that addresses all three markets together.

“We have built Viaplay into the number one Nordic streaming service and have recently expanded successfully into Iceland. We see huge potential in the Baltics for our unique combination of high-quality Viaplay originals, award-winning films and series, premium kids’ content and world-class live sports.”

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