Viaplay ramps up global expansion with new Select brand

The Box

NENT Group-owned Nordic streamer Viaplay has launched a new content brand, Viaplay Select, which is to launch in at least five territories this year, beginning in Japan via the broadcaster WOWOW.

Viaplay Select will initially offer up to 450 hours of curated content, with more added on a regular basis. After rolling out on WOWOW this month, Viaplay aims to bring the brand to at least 21 countries by the end of 2023 as it increases the pace of its international expansion.

Viaplay is a leading producer of original content in the Nordics, from The Box to The Meaning Of Life, with plans premiere at least 70 originals this year. Viaplay Select will include a range of these productions, alongside selected third-party Nordic and international content. Up to 300 new hours of first-run content will be added to Viaplay Select every year.

Viaplay Select will focus on markets where Viaplay is not currently prioritising the launch of a direct-to-consumer service, and where local partners can benefit from Viaplay’s content pipeline.

The primary Viaplay service is set to launch in the UK in the second half of 2022; followed by Canada, Germany, Austria and Switzerland during 2023.

Anders Jensen, NENT Group president and CEO, commented: “The uniqueness of Nordic content is creating significant global demand for this type of storytelling – and nobody delivers higher quality or volumes than us.

“Viaplay Select will be a fantastic showcase that helps partners stand out in a competitive streaming landscape, while increasing our content investment returns. Viaplay’s new partner markets will be margin-accretive from day one. We continue to innovate and collaborate to bring our award-winning stories to viewers around the world.”