Viaplay will start in the Netherlands at the beginning of 2022
Streaming service Viaplay, the new home of Formula 1 races, will start in the Netherlands in the first quarter of 2022. It starts with 5,800 hours of video content and speaks with local producers for more.
“We are investing heavily in this market with eight million households,” said CEO Anders Jensen of Viaplay owner Nordic Entertainment Group (photo). Referring to the impending start, he speaks of a ‘steamy penetration’.
Jensen’s company has been working on an international growth plan outside the Scandinavian market since last year. application goes live in the Netherlands, he will also start operations in the United States. That will happen in December of this year.
Nordic Entertainment Group expects to reach 12 million subscribers for streaming service Viaplay by the end of 2025. Half of this comes from the Scandinavian home market, the other half from outside it.
In the Netherlands, approximately half of households have a subscription to one of several video streaming services. The new entrant himself ascribes the influence to grow that number to two-thirds. By then, every household will have 1.9 video subscriptions.
“We are market makers,” said Jensen, who paid tens of euros for the Dutch broadcasting rights of three years of Formula 1. There will be a studio on circuits, as in every country where it is broadcast. He also has the broadcasting rights to Bundesliga and Premier League football and Machtroom darts.
In addition, NENT Group invests in making local films and series. They are, unsurprisingly, called Originals. “The Netherlands is a super creative environment for content to travel from.” means that important local productions are offered in other Viaplay countries. The video catalog for the Dutch market can therefore already contain 5,800 hours of content from other markets.
The CEO did his past weeks during a day for investors (video from 43:10).
recently soo the media company signed a production deal with MGM for new Originals. In the Netherlands, the standing places are still running. From 2023, each country will have to add at least five local productions to the international video library.
Search is still underway for the Dutch activities to a international marketing project manager and to a Dutch content curator. One of the few who shares via LinkedIn that he works for Nordic Entertainment Group from the Netherlands is Marco Zwaneveld. The former employee of RTL is head of Sport Nederland. Amber Brantsen to move house per 1 December in terms of employer.
At the end of the third quarter, Viaplay had 3.6 million subscribers internationally. The viewers together accounted for 12.9 billion streamed viewing minutes. Viaplay accounts for 36 percent of media company’s revenue NENT group. Advertising revenues from Scandinavia account for 27 percent, other subscription services 34 percent.
At the beginning of 2021, the company raised 340 million euros in growth money to finance its international growth plans.
The streaming service will arrive in the United Kingdom in the second quarter of 2022.
The company is active in Sweden, Norway, Denmark, Finland, Estonia, Latvia, Lithuania and, since the summer, also in Poland.
the website viaplay.com only shows a placeholder.