Viaplay’s full live sports portfolio in the Baltic region will be sublicensed to TV3 Group’s streaming service Go3.
The agreement, effective Thursday, between Viaplay Group and Baltic media company TV3 Group covers Estonia, Latvia and Lithuania. It follows last December’s announcement by Viaplay that it would exit the Baltic markets by summer 2025.
The troubled streaming service is pulling back from a number of markets to focus its core business in the Nordics and the Netherlands, and its Viaplay Select operations.
Jørgen Madsen Lindemann, Viaplay Group President and CEO: “This is the right step for Viaplay Group’s business and for our sports viewers across the Baltic region. It enables us to sharpen our operational focus even further on the Nordics, Netherlands and Viaplay Select, which are the markets where we see the best conditions for growth and profitability, as well as on Poland, where we will operate until mid-2025.”
Viaplay subscribers in the three countries to be transferred to Go3 during March. The package will gradually be available with Go3 television’s distribution partners.
“Within the next couple of days, customers of Go3 will get possibility to subscribe and watch all the additional sports coming from Viaplay,” said Jan Wykrytowicz, CEO of Go3 television. “The package will be available for both existing and new Go3 customers, who will be able to freely combine it with other available packages. We will reach our customers with more details within the next couple of days.”
Viaplay Group’s sports rights in Estonia, Latvia and Lithuania include Premier League, UEFA Champions League and men’s national team football, Formula 1, NHL ice hockey and more. All sports content will remain available on Viaplay until the subscriber transfer to Go3 is completed.
Viaplay says its original non-sports content will become available on third-party platforms in the Baltic region as and when agreements are signed, either through content sales or Viaplay Select partnerships.
