Anders Jensen, NENT Group President and CEO
Viaplay will launch in the Netherlands on March 2022 and offer Dutch viewers a unique combination of premium live sports, Viaplay Originals, Hollywood films and series, and kids content. The service will be a single package priced at EUR 13.99 per month, and will be available through distribution partners such as VodafoneZiggo and KPN and as a direct subscription. The launch will take Viaplay’s footprint to 11 countries, with at least five further markets to follow by the end of 2023.
“Launching Viaplay in the Netherlands is a major step for our company and above all for viewers. Viaplay’s unique combination of the world’s best sports, films and series is great value and offers something for everyone, and our partnerships with KPN and VodafoneZiggo will help us reach audiences across the country. We understand how much Formula 1 in particular means to Dutch fans, and Viaplay’s coverage will set new standards of excellence. We are here to lead, learn and contribute – from 1 March and for many years to come,” Anders Jensen, NENT Group President and CEO, said.
All Viaplay Originals and international content will have Dutch subtitles, and all kids content will have Dutch dubbing. Marco Zwaneveld has been appointed Viaplay’s Head of Sports in the Netherlands. Viaplay’s Formula 1 coverage will be led by Amber Brantsen from a world-class sports studio in Amsterdam, with Nelson Valkenburg and Melroy Heemskerk as commentators.
In the Netherlands, Viaplay will be supported by a wide range of devices and platforms, including smart TVs; iOS and Android smartphones and tablets; Chromecast and Apple TV; and PC and Mac. Around 48% of the Netherlands’ 8 million households have a video streaming subscription, with approximately 1.6 subscriptions per streaming household. In 2025, streaming penetration is expected to increase to 66% and the number of subscriptions per streaming household to 1.9. 98% of households in the Netherlands have a broadband connection (Ampere Analysis).
Highlights of Viaplay’s offering in the Netherlands at launch will include:
Sports: Formula 1 featuring Dutch superstar Max Verstappen, current joint leader of the World Drivers’ Championship; PDC darts with three-time world champion Michael van Gerwen; Bundesliga football; women’s football from Italy’s Serie A and Sweden’s Damallsvenskan; Matchroom snooker and pool; and KSW mixed martial arts; with Premier League football from August 2022.
Viaplay Originals: more than 30 original productions, including ‘Love Me’, ‘The Box’, ‘Honour’, ‘Threesome’ and the 2020 Canneseries winner ‘Partisan’. Viaplay is the Nordic region’s leading original drama producer, with more than 60 premieres planned for 2022, and will invest in Dutch Viaplay Originals. Kennard Bos has been appointed Viaplay’s first Executive Producer in the Netherlands.
International films and series: high-profile content from Hollywood studios such as MGM, Sony, wiip and more, including hit titles such as the ‘Men in Black’ franchise, ‘Walker’, ‘Dr Death’ and ‘The Capture’, with ‘Tomb Raider’, ‘Jumanji: The Next Level’, ‘Jumanji: Welcome to the Jungle’, ‘Bad Boys for Life’ and ‘Charlie’s Angels’ following soon after launch.
Kids content: world-famous series for younger viewers such as ‘Peppa Pig’, ‘My Little Pony’ and ‘LEGO Ninjago’.
Viaplay and KPN, a leading provider of fixed and mobile networks for telephony, broadband and television in the Netherlands, have agreed a multi-year distribution partnership. The deal will make Viaplay available to 3.6 million households across the country when the streaming service launches in the Netherlands on 1 March 2022. Starting from March, KPN customers can add a Viaplay subscription to their entertainment bundle via a TV, broadband or mobile package, or subscribe to the service on a stand-alone basis. Viaplay will offer Dutch viewers a unique combination of premium live sports, Viaplay Originals, Hollywood films and series, and kids content.
Regarding the deal, Jochem de Jong, Director Partnerships KPN, said: “With the launch of Viaplay in the Netherlands, our entertainment offer will be further extended. Thanks to this partnership, KPN customers are assured of a front row seat along the F1 circuits worldwide and the extensive sports and entertainment that we will be offering together with Viaplay from next year. This makes it even more fun for customers to combine their entertainment in an affordable way. We look forward to celebrating the arrival of Viaplay together with our customers.”
Viaplay has also entered a multi-year distribution partnershipalso with VodafoneZiggo, to make Viaplay accessible to almost 4 million households across the country. Robin Kroes, Chief Strategy & Content Officer at VodafoneZiggo, stated: “We want to give our customers easy access to all their favourite content, including sports. This partnership helps to fulfil that aim, so we are pleased to have come to a collaboration with Viaplay.”
Kim Poder, NENT Group Chief Commercial Officer, added: “We are delighted to announce this long-term deal with one of the leading operators in the Netherlands. Ziggo has significant reach and an established position in sports, and we will work together to help as many viewers as possible get to know Viaplay. This partnership will make it easy for Ziggo customers to enjoy our unique offering from day one. Moreover, KPN is one of the leading operators in the Netherlands and we look forward to working together. The fact that Viaplay will reach millions of KPN households across the country from March, and can be added to a wide range of popular subscriptions, will help us hit the ground running. We have a lot to offer in the Netherlands and teaming up with KPN creates many possibilities for viewers and for both our companies.”