Norwegians must pay Viaplay the most for the Premier League – VG
The price for a Viaplay subscription with the Premier League is better in Norway than in Sweden and Finland.
– Each marked is different, and we adjust our offer accordingly. We always look to offer viewers a relevant and attractive service wherever we operate. Both in our local Nordic markets such as Norway, and in our new markets such as the Netherlands, says Børge Nielsen, commercial manager at Viaplay Norway.
This is the monthly price of a subscription where you can stream the Premier League – E24’s currency rating:
- Viaplay Norway: NOK 649
- Viaplay Denmark: 449 Danish kroner = 603 NOK
- Viaplay Sweden: 449 Swedish kroner = 432 NOK
- Viaplay Finland: 39.99 euros = 400 NOK
- Viaplay The Netherlands: 13.99 euros = 140 NOK
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Viaplay’s offer of rights is largely the same in Norway, Sweden and Finland, with among others NHL, winter sports, Formula 1, golf, Europa League and Bundesliga.
Viaplay Denmark stands out more, and shows, among other things, the Superliga and the Champions League.
Pål Christian Møller, supporter leader for Liverpool’s Norwegian fan club, points out that Norwegians also paid more for the Premier League and the neighboring countries when TV 2 had the rights.
– It’s something we don’t like. We have built up the supporter culture in a completely different way than in other countries, and it is a huge culture for English football here. It feels like we are being punished a bit for that, says Møller.
Lasse Gimnes in GimCom lectures on sports rights and has been communications director at TVNorge. He shows that he does not know the background for Viaplay’s pricing, but points out that the enormous interest and commitment to English football is greater in Norway than in the Nordic countries.
– I would add that it is also the case that these are expensive rights, and whoever sells the right knows how to prize Norway highly in the Premier League market. They know that Norwegians and Norwegian media actors have a high willingness to pay. I will also be part of the negotiations for the purchase of the Norwegian PL package, continues Gimnes and continues:
– Even though it was a package price, the various Nordic brands have been assessed differently in relation to commitment, interest and willingness to pay. It is not just rights buyers who know the Norwegian PL market. The seller of the right also does this. And that is also how it is with making the price higher in this country.
He points out that the great interest in Haaland in Norway also increases the market value of the Premier League in this country – just like TV 2 benefited from Ole Gunnar Solskjær managed Manchester United.
– Large profiles strengthen the market value of the rights – and Ola and Kari here at home have to pay a little extra for that. This is how it is in most markers. This is business, big business, says Gimnes.