Viaplay Group
Viaplay Group is a Nasdaq Stockholm-listed Nordic media company operating the Viaplay streaming service across the Nordics and Netherlands, complemented by Allente TV/broadband, linear TV channels, and radio, monetized through subscriptions, advertising, and content licensing.
- Company typePublic
- Founded2018
- HeadquartersStockholm, Sweden
- Headcount1,001–5,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Viaplay Group does
Viaplay Group AB (publ) is a Stockholm-headquartered, Nasdaq Stockholm-listed (VPLAY A and VPLAY B) Nordic media and entertainment company that operates a vertically integrated portfolio spanning D2C streaming, pay-TV and broadband, linear television channels, and commercial radio. Its flagship product, the Viaplay streaming service, is available in every Nordic country and the Netherlands, anchored by exclusive premium sports rights including UEFA Champions League (Denmark) extended through 2031, Premier League, Formula 1, NHL, and Bundesliga, alongside locally produced series, films, and music. Through the Viaplay Select branded-content concept, the company distributes Nordic content on partner platforms worldwide.
The company generates revenue through four streams: streaming subscription sales (D2C and B2B), non-streaming subscription sales (Allente TV/broadband), advertising sales (digital and radio growing, linear declining), and other sales (scripted content licensing and sports sublicensing). Following the November 2025 acquisition of the remaining 50% of Allente Group from Telenor for SEK 1.1 billion, Viaplay is the sole owner of the leading Nordic pay-TV and broadband provider, enabling cross-product bundling and a stated SEK 300-400 million in targeted annual run-rate cost synergies by 2027. The business model is subscription-recurring-dominant, supplemented by advertising and content licensing, with a horizontal segmentation approach across consumer, B2B partner, and Allente subscriber bases. Following a 2023-2024 restructuring cycle that included a 25% workforce reduction, recapitalisation, and a 12% strategic investment by Canal+ Group, Viaplay has moved into operational turnaround, reporting positive group free cash flow and a return to core operations EBITDA profit in Q1 2026.
Viaplay Group firmographics
Firmographics- Name
- Viaplay Group
- Legal name
- Viaplay Group AB (publ)
- Website
- https://www.viaplaygroup.com/
- Company type
- Public
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Viaplay Group is a Nasdaq Stockholm-listed Nordic media company operating the Viaplay streaming service across the Nordics and Netherlands, complemented by Allente TV/broadband, linear TV channels, and radio, monetized through subscriptions, advertising, and content licensing.
- Ownership category
- akta.pro rank
Viaplay Group industry classification
Industry- Product category
- Video Streaming Services
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Cable & Other Pay Television Services (4841), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Digital Content & Media Subscriptions (CRAFAIAA)
- akta.pro secondary industries
- Pay-TV / Premium Window Distribution (MPADAJAH), On-Demand Music Streaming (Interactive) (MPAIACAA)
Keywords
Where Viaplay Group is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Viaplay Group business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Streaming Subscription Sales: D2C and B2B streaming subscription revenue; D2C subscriber base grew year on year with premium sports subscriber mix driving ARPU improvements; Core operations streaming subscription sales up 8% organically in Q1 2026
- Non-Streaming Subscription Sales: Allente Group TV and broadband services, including DTH subscriber base and linear channel subscriptions; currently experiencing structural decline as customers migrate to streaming products
- Advertising Sales: Digital advertising sales showing strong growth; radio advertising sales growing; offset by decline in linear TV advertising sales
- Other Sales: Scripted content sales and sports sublicensing revenue; Q1 2026 reflected lower level of scripted content sales
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Streaming subscription service with premium sports content |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Viaplay Group product offering
Product offeringCore offering
Viaplay Group operates a subscription-based streaming service (Viaplay) offering premium live sports, films, series, and music to consumers across the Nordics and the Netherlands. The group also owns and operates traditional TV channels across most Nordic markets, commercial radio stations in Norway and Sweden, and the Allente Group pay-TV and broadband business. Through Viaplay Select, the company distributes branded content on third-party partner platforms internationally, and earns additional revenue from advertising and content sublicensing.
Product overview
Viaplay Group is the Nordic region's leading entertainment provider operating a multi-platform entertainment business. The core offering consists of the Viaplay streaming service (available across all Nordic countries and the Netherlands) complemented by traditional TV channels, commercial radio stations in Norway and Sweden, and the Viaplay Select branded content concept distributed on partner platforms internationally. Following the November 2025 acquisition of Allente (a leading Nordic TV and broadband provider), Viaplay Group now also offers broadband services. The portfolio spans premium live sports, films, series, and music, with content including English Premier League football, UEFA competitions, Formula 1, and locally produced programming. The company is headquartered in Stockholm and listed on Nasdaq Stockholm ('VPLAY A' and 'VPLAY B').
Differentiator
Problem solved
Functional benefit
Brands
- Viaplay: Streaming service available in every Nordic country as well as in the Netherlands.
- Viaplay Select
- Allente
Products and services
- Viaplay Flagship subscription streaming service offering premium live sports, films, series, and music to consumers in every Nordic country as well as the Netherlands; 4.4 million subscribers (2025) on monthly subscription billing.
- Viaplay TV Channels Traditional linear television channels operated across most of Viaplay Group's markets, complementing the Viaplay streaming service with scheduled programming and live broadcasts.
- Viaplay Radio Stations Commercial radio stations operated in Norway and Sweden, providing audio entertainment and carrying radio advertising sales.
- Viaplay Select B2B branded content concept added to partner platforms around the world, extending Viaplay's premium Nordic and sports content reach beyond its own streaming service to third-party platforms.
- Allente Leading Nordic provider of pay-TV (including DTH satellite subscriptions) and broadband internet services, fully owned by Viaplay Group since November 2025; serves Nordic customers with traditional linear and broadband subscriptions.
Quantifiable outcome
- Core operations streaming subscription sales up 8% organically in Q1 2026
- +3 more outcomes
Companies that use Viaplay Group
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Viaplay Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Viaplay Group partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- UEFAcoreViaplay Group extended exclusive rights to men's UEFA Champions League football in Denmark, and UEFA Europa League and Conference League in Norway and Finland, for four years from Fall 2027 until 2031. Viaplay remains the only broadcaster in the world to have shown all matches from UEFA Champions League since the tournament began in 1992.
- IndyCarminorIndyCar established new media partnerships including renewal with Viaplay for European broadcast coverage. Viaplay will continue coverage across Europe, Africa, Latin America and Asia-Pacific as part of IndyCar's expanded international presence reaching over 200 countries.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Viaplay Group competitors and assessment
Company assessmentBroad incumbents
- Netflix: Global streaming incumbent that competes directly with Viaplay's D2C streaming service across the Nordics and Netherlands. Overlapping content categories (films, series) and subscription model make it Viaplay's most significant competitive benchmark.
- Disney+ (Walt Disney Company): Global streaming competitor with a strong content moat (Disney, Marvel, Star Wars, ESPN). Operates in all Nordic markets, directly competing for the same entertainment subscription wallet as Viaplay.
- Sky (Comcast): European pay-TV and streaming operator combining linear channels, broadband, and streaming. Operates a structurally similar integrated entertainment-distribution model across multiple European markets.
- HBO Max (Warner Bros. Discovery): Premium streaming service available across the Nordics competing on scripted series and films. Increasingly relevant as it bundles sports-adjacent content, pressuring Viaplay's mid-tier subscribers.
Direct peers
- Canal+ Group: French pay-TV and streaming operator with a 12% stake in Viaplay and a board seat. Operates a comparable premium sports-plus-content subscription model in Western Europe and is the closest strategic and operational peer.
- DAZN: Global sports-focused streaming service that competes with Viaplay for premium sports rights and sports-motivated subscribers. Both rely heavily on multi-year exclusive rights deals with major sports leagues.
Regional players
- Telia Company: Nordic telecom operator that offers IPTV and streaming services across the same geographies as Viaplay. Overlaps as a competitor in pay-TV/broadband bundles and as a potential B2B distribution partner.
- TV 2 (Denmark/Norway): State-linked Nordic broadcaster operating linear TV channels and streaming in Denmark and Norway. Directly competes with Viaplay for sports rights, local content, and subscriber share in overlapping markets.
- TV4 Group (Telia): Swedish commercial broadcaster now owned by Telia, operating free-TV, streaming, and on-demand services in Sweden. Direct regional competitor to Viaplay's Swedish operations across both sports and entertainment.
Emerging players
- ITV (ITVX): UK broadcaster expanding its free ad-supported streaming service (ITVX) into European markets including the Nordics via partner platforms. Indirectly competitive on free and ad-supported streaming propositions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks3 records
Key highlights7 records
Customer concentration
Viaplay Group social profiles
Digital presenceViaplay Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viaplay Group leadership team
Management profileNumber of profiles
Profiles13 records
Viaplay Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
Viaplay Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viaplay Group M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Viaplay Group
What does Viaplay Group do?
Viaplay Group operates a subscription-based streaming service (Viaplay) offering premium live sports, films, series, and music to consumers across the Nordics and the Netherlands. The group also owns and operates traditional TV channels across most Nordic markets, commercial radio stations in Norway and Sweden, and the Allente Group pay-TV and broadband business. Through Viaplay Select, the company distributes branded content on third-party partner platforms internationally, and earns additional revenue from advertising and content sublicensing.
Is Viaplay Group a public or private company?
Viaplay Group is a public company. It is classified as public and is currently operating.
When was Viaplay Group founded?
Viaplay Group was founded in 2018. It employs 1,001 to 5,000 people.
Where is Viaplay Group based?
Viaplay Group is headquartered in Stockholm, Sweden, in the Europe region.
How does Viaplay Group make money?
Four revenue lines are on record. Streaming Subscription Sales are the primary driver. The others are non-Streaming Subscription Sales, advertising Sales and other Sales.
Who are Viaplay Group's main competitors?
Broad incumbents on record are Netflix, Disney+ (Walt Disney Company), Sky (Comcast) and HBO Max (Warner Bros. Discovery). Direct peers are Canal+ Group and DAZN. Regional players are Telia Company, TV 2 (Denmark/Norway) and TV4 Group (Telia). ITV (ITVX) is listed as an emerging player.
Does Viaplay Group have an API?
No public API is recorded for Viaplay Group.
What industry is Viaplay Group in?
Viaplay Group's product category is Video Streaming Services. Its primary akta.pro industry code is CRAFAIAA, Digital Content & Media Subscriptions, with a secondary code of MPADAJAH, Pay-TV / Premium Window Distribution. Its NAICS code is 516210 and its SIC code is 4841.