Available through direct subscriptions and third-party partnerships, it costs €9.99 a month to receive and offers viewers a mix of Viaplay Originals, international films and series, kids’ content and live sports.
Over 1200 hours of documentaries will also be included at the launch with additional content added to each Viaplay category over the coming months. The content will be localised with subtitles or voice overs, and selected sports content will have local commentary.
Commenting on the launch, Anders Jensen, NENT group president and CEO, said: “Today we are taking a much anticipated and important next step in Viaplay’s growth journey with the launch in the Baltic region. We are taking Viaplay to Estonia, Latvia and Lithuania with a very strong content offer built on our unique combination of high-quality Viaplay originals, award-winning films and series, premium kids’ content and world-class live sports. Viaplay already has more than 3 million subscribers across the Nordic region and is built to scale quickly. I am very proud to bring our unique storytelling to audiences in the Baltics today and look forward to working with local partners to develop it even further the coming years. We come to the Baltics to innovate, engage and entertain”.
Before launching in the Baltics, NENT Group signed distribution agreements with Latvia’s Tet and Estonia’s Elisa. Less than 20% of the 2.8 million households in the three countries currently pay for a subscription video streaming service, compared with over 50% in the Nordic region, and most households already have high speed fixed and mobile broadband connections that are being upgraded further.