27 OCT 2021

NENT Group’s Viaplay initiates partnership with Hayu in Poland and Baltic countries

The deal will grant the service, offering prominent titles such as "Keeping Up With the Kardashians," "Below Deck," "Million Dollar Listing" and "The Real Housewives," to viewers in the region as part of a Fall subscription.

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Nordic Entertainment Group (NENT Group) and NBCUniversal have sealed a multi-year agreement with with the all-reality streaming service, in Poland, Estonia, Latvia and Lithuania, hayu. Through the deal, Viaplay will become the first platform partner for the service.“Europe continues to be a key focus in hayu’s ongoing growth strategy and this exciting partnership with NENT Group – our first platform partner in Poland, Estonia, Latvia and Lithuania – makes it even easier for Viaplay subscribers to access hayu’s extensive offering of the best US reality content, ad free," Hendrik McDermott, Managing Director, Direct To Consumer – Global, hayu, said.

The agreement includes the latest seasons and every episode of international reality shows such as the "Keeping Up With the Kardashians," "Below Deck," "Million Dollar Listing" and "The Real Housewives" franchises. The service offers extensive choice from a wide variety of unscripted sub-genres including celebrity, lifestyle, home and design, dating, cooking, fashion and true crime. As a result, many of the world’s most popular reality shows will be available to viewers in all four countries from autumn 2021 as part of a Viaplay subscription.

Viaplay launched in Poland in August 2021 and in Estonia, Latvia and Lithuania in March of this year.. In all four countries, the service offers a unique combination of Viaplay Originals, international films and series, kids content and premium live sports. In the first year of the partnership, more than 1,000 episodes will be available in a hayu branded area on Viaplay, and the majority of new hayu shows will premiere on Viaplay on the same day as their US broadcast.

 “Reality formats deliver emotion, drama and fan loyalty that rival content in any category," Filippa Wallestam, NENT Group Chief Content Officer, said. "Globally known hayu shows such as ‘Keeping Up With the Kardashians’ and ‘The Real Housewives’ will find an enthusiastic audience in Viaplay’s four newest countries, where our one-of-a-kind combination of Viaplay Originals, international films and series, kids content and live sports is already shaping an exciting new reality for the streaming market.” 

Europe continues to be a key focus in hayu’s ongoing growth strategy and this exciting partnership with NENT Group – our first platform partner in Poland, Estonia, Latvia and Lithuania – makes it even easier for Viaplay subscribers to access hayu’s extensive offering of the best US reality content, ad free.” Hendrik McDermott Managing Director, Direct To Consumer – Global, hayu, said.