Nordic Entertainment Group (NENT Group) and NBCUniversal have agreed a multi-year deal that will make Viaplay the first platform partner for hayu, the all-reality streaming service, in Poland, Estonia, Latvia and Lithuania.
In the first year of the partnership, starting this autumn, more than 1,000 episodes will be available in a hayu branded area on Viaplay, and the majority of new hayu shows will premiere on Viaplay on the same day as their US broadcast.
Commenting on the development, Filippa Wallestam, NENT Group chief content officer, said: “Reality formats deliver emotion, drama and fan loyalty that rival content in any category. Globally known hayu shows such as ‘Keeping Up With the Kardashians’ and ‘The Real Housewives’ will find an enthusiastic audience in Viaplay’s four newest countries, where our one-of-a-kind combination of Viaplay Originals, international films and series, kids content and live sports is already shaping an exciting new reality for the streaming market.”
Hendrik McDermott, MD, direct to consumer – Global, 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.”
Viaplay launched in Poland in August 2021 and in Estonia, Latvia and Lithuania in March 2021. In all four countries, the service offers a combination of Viaplay Originals, international films and series, kids content and premium live sports.