Viaplay and hayu have extended their multi-territory partnership for NBCUniversal’s all-reality streaming service to the Netherlands.
Starting from Viaplay’s Dutch launch tomorrow (March 1), viewers in the Netherlands will be able to watch hayu, at no extra cost, as part of a Viaplay subscription.
Over 8,000 episodes of reality TV content will be made available to Viaplay users, with the majority of new shows on hayu premiering in the Netherlands on the same day as their US broadcast.
Commenting on the development, Filippa Wallestam, NENT Group chief content officer, said: “Reality content enjoys huge popularity in the Netherlands, and hayu hits such as ‘The Real Housewives’ and ‘Below Deck’ are among the genre’s most famous. Viaplay will be the only Dutch streaming service to include hayu at no extra cost to subscribers. Together with our Viaplay Originals, Hollywood films and series, kids content and of course premium live sports, viewers can look forward to a unique and great value offering from 1 March”.
Hendrik McDermott, NBCUniversal’s MD, direct to consumer – global, added: “Europe continues to be a key focus in hayu’s ongoing growth strategy and this exciting partnership with Viaplay in the Netherlands makes it even easier for Viaplay subscribers to access hayu’s extensive offering of the best US reality content, ad free”.
Viaplay will launch in the Netherlands with a combination of Viaplay Originals, international films and series, kids content, and premium live sports including Formula 1, Bundesliga and PDC darts, with Premier League to follow from August.
In October 2021, Viaplay and hayu announced a multi-year partnership covering Estonia, Latvia, Lithuania and Poland, where Viaplay is the only streaming service to include hayu as part of a regular subscription.
