Viaplay Group secures Polish distribution deal with Play

Viaplay Group has entered a long-term distribution partnership with Polish telecommunications company Play. Following last year’s merger with UPC, Play now serves as Poland’s leading telecommunication operator. "This new collaboration with Play is very positive news for both companies and for viewers," Alexander Bastin, Viaplay Group Chief Commercial Officer, Continental Europe and Baltics said. "It demonstrates the strength and appeal of Viaplay’s offering in Poland. We are committed to delivering premium entertainment experiences to our valued Polish audience, and this deal makes it even easier for new and existing customers to enjoy Viaplay."

Under the terms of the partnership, Viaplay streaming service will be offered as part of a Play’s TV bundle package. Through the merve, Viaplay hopes to leverage its presence in the Polish market, and identify potential points of development within the local streaming landscape. The merge also serves as a continuation of the collaboration between Viaplay, Play and UPC.

With the two forming a new entity under Play as of April 2022, Viaplay Group has now entered an overarching partnership that encompasses the entire merged organization, making its content available across Poland. "At Play, we are committed to providing our customers with the freedom to choose the best connectivity and digital entertainment experience at the most affordable price," Mikkel Noesgaard, Play Group Chief Marketing Officer said. "Our recently launched New Generation TV is the only solution on the Polish market, that enables customers to compose their own bundle and have access to best quality content. We are happy that thanks to our cooperation with Viaplay our customers can enjoy the best quality entertainment at home and away with Play."

The service initially launched in Poland in August 2021 and reported 2.9 million international customers, including Poland in Q1 2023. The content available for Polish customers includes sports such as Formula 1, KSW, NHL, Premier League, Bundesliga, UEFA Europa League and UEFA Europa Conference League, alongside local Viaplay Series and Films and popular Nordic and international content. In June, the much-anticipated Polish KSW Viaplay Documentary "Materla. Lionheart" will premiere.