NENT ramps up reality with deal for NBCU’s Hayu content

Keeping Up With The Kardashians

Nordic Entertainment (NENT) Group is to offer a raft of reality shows to its subscribers after striking a multi-year distribution deal with NBCUniversal OTT service Hayu.

The service will be made available to Viaplay subscribers in Poland, Estonia, Latvia and Lithuania at no extra cost from Autumn 2021, becoming Hayu’s first platform partner in Poland and the Baltic countries.

Hayu’s offering includes more than 1,000 episodes of reality shows such as Keeping Up With The Kardashians, Below Deck and The Real Housewives franchises. The majority of new Hayu shows will premiere on Viaplay on the same day as their US broadcast.

Filippa Wallestam, NENT’s chief content officer, said the deal reflected reality’s ability to “deliver emotion, drama and fan loyalty that rival content in any category.”

Hendrik McDermott, MD of direct-to-consumer, global at Hayu, added: “Europe continues to be a key focus in Hayu’s ongoing growth strategy and this exciting partnership with NENT Group – our first platform partner in Poland, Estonia, Latvia and Lithuania – makes it even easier for Viaplay subscribers to access Hayu’s extensive offering of the best US reality content, ad free.”