Viaplay launches global branded content concept, Viaplay selects

Viaplay has launched its new branded content concept, Viaplay Select, set to launch via partner platforms in selected markets.“The uniqueness of Nordic content is creating significant global demand for this type of storytelling – and nobody delivers higher quality or volumes than us," Anders Jensen, NENT Group President and CEO, said. "Viaplay Select will be a fantastic showcase that helps partners stand out in a competitive streaming landscape, while increasing our content investment returns. Viaplay’s new partner markets will be margin-accretive from day one. We continue to innovate and collaborate to bring our award-winning stories to viewers around the world.”

The new establishment will initially offer up to 450 hours of curated premium content, with more added on a regular basis,  to viewers in at least five new territories during 2022, starting with Japan’s WOWOW from April. Viaplay Select adds a further track to Viaplay’s international expansion and will increase Viaplay’s market presence to at least 21 countries by the end of 2023, with the Viaplay app available direct to consumers in at least 16 countries by the same date.

The company has approximately 70 Originals set to premiere this year, with Viaplay including a wide range of these productions alongside selected third-party Nordic and international content. Up to 300 new hours of first-run content will be added to Viaplay Select every year. Viaplay Select will focus on markets where Viaplay is not currently prioritising the launch of a direct-to-consumer service, and where local partners can benefit from Viaplay’s unique content pipeline.  “Viaplay Select will be a very appealing offering to partners," Vanda Rapti, NENT Group SVP & Head of Acquisitions, Content Distribution & Partnerships, said. "Our fast-growing slate of Viaplay Originals, coupled with global IP control and multi-market relationships, mean we can offer a unique pipeline of content with a proven track record of attracting quality-conscious audiences.”

LLive sports will also be made availbale this year, followed by launches in Canada, Germany, Austria and Switzerland during 2023. In March, NENT Group announced a proposal to rebrand as Viaplay Group, subject to approval at its Annual General Meeting on 18 May. In Viaplay’s current direct-to-consumer markets, the service has a broad offering of Viaplay Originals, Hollywood films and series, documentaries, reality, kids content and premium live sports or a specialized line-up centered on Nordic content.