Viaplay reached more than 4 million paying subscribers in 2021

NENT Group announced that it ended 2021 by surpassing the milestone of 4 million paying Viaplay subscribers, having added almost 1 million new subscribers during the year, and almost 400.000 in the fourth quarter alone. According to the company, the total addressable market for Viaplay increased dramatically in 2021 as it doubled the number of markets that the platform is in.

“We met and exceeded both our Nordic and international subscriber targets, and have had a particularly strong start in Poland. The fourth quarter was also our fourth consecutive quarter of double digit organic sales growth, with group organic sales up 17% for the full year and Viaplay sales up 22%. 2022 has started well and we expect the Viaplay subscriber and revenue growth to accelerate further this year as planned, as we add very attractive new content and sports rights, and launch Viaplay in the Netherlands and the UK,”  said Anders Jensen, President & CEO of NENT Group.

The group’s 12% year-over-year organic revenue growth in Q4 was primarily driven by Viaplay, which is its largest revenue generating unit and grew by 21%. The Nordic Viaplay revenues (34% of sales) were up 16% year-over-year on an organic basis after 15% year-over-year subscriber growth. The company added 163.000 Nordic subscribers in Q4 and 438.000 year-over-year. The revenue growth also reflected the price adjustments introduced earlier in the year. Meanwhile, the Viaplay international operations added 234.000 subscribers in the fourth quarter and 547.000 year-over-year, with the revenue levels reflecting the relatively early stage of development in the Polish market in particular.

Moreover, the company revealed that Viaplay customers streamed a total of 13.4 billion minutes of content as viewing of 152 seasons of originals continued to grow, and coverage of the Bundesliga, English Premier League, UEFA competitions, Formula One and Winter sports all attracted large scale audiences. The company is now again raising its ambition to more than 70 Viaplay originals to be premiered in 2022.

“The pandemic has not only accelerated and broadened the adoption of streaming and the hunger for diverse content, but also highlighted how relevant our values-based and purpose-led culture is. 2022 is a very exciting year for Viaplay and NENT Group, and one in which we will take major steps towards our 2025 targets,”  Jensen concluded.