Viaplay Group

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.

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

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

• Video streaming services
• Premium sports broadcasting
• Pay-tv subscriptions
• Content distribution licensing
• Digital entertainment platform

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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
2. 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
3. Advertising Sales: Digital advertising sales showing strong growth; radio advertising sales growing; offset by decline in linear TV advertising sales
4. Other Sales: Scripted content sales and sports sublicensing revenue; Q1 2026 reflected lower level of scripted content sales

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• UEFAcoreStrategic or Co-development Partner · 30 April 2026Viaplay 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.
• IndyCarminorStrategic or Co-development Partner · 19 February 2026IndyCar 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

Broad 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

• LinkedInlinkedin.com/company/viaplaygroup
• Xx.com/viaplaygroup
• Facebookfacebook.com/viaplaygroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Viaplay Group