Leyra has secured its first public broadcaster customer, with RÚV deploying the platform for its new streaming service on Samsung and LG smart TVs.
The service, announced on April 8, will offer both live and on-demand content, including linear TV and radio channels, marking a significant step in RÚV’s OTT strategy.
Leyra is a newly launched joint venture between Accedo and Magine Pro, combining Accedo One’s technology and marketplace with Magine Pro’s end-to-end streaming capabilities.
RÚV, Iceland’s public service broadcaster, required a platform capable of meeting strict technical and regulatory demands, including nationwide availability, roaming access for Icelandic citizens abroad, and geo-restrictions for non-Icelandic users due to rights limitations. The service must also support full Icelandic language requirements across both content and the user interface.
Leyra said its platform was selected for its flexibility and ability to integrate with RÚV’s existing CMS via APIs, while also reducing the operational costs associated with building and maintaining a proprietary OTT service.
Markus Hejdenberg, CEO of Leyra, said the deployment reflects the platform’s focus on supporting public broadcasters in delivering accessible national content without added complexity.
Hrefna Lind Ásgeirsdóttir, executive director of digital strategy at RÚV, said the partnership enables the broadcaster to balance high service standards with cost efficiency, while improving the user experience and expanding its digital offering.
Leyra positions itself as a full end-to-end OTT platform covering the entire service lifecycle, with an open partner ecosystem designed to support third-party integrations and future growth.
