Viaplay logo.svg
Type of site
Streaming service
Predecessor(s)Viasat On Demand
Area served
OwnerViaplay Group
  • May 2007 (2007-05)
    (as Viasat On Demand)
  • 2011 (2011)
    (as Viaplay)

Viaplay is a streaming service owned by Viaplay Group which is based in Stockholm.[1]


Originally owned by Modern Times Group, it was launched in May 2007 as Viasat On Demand.[2] It was rebranded as Viaplay in 2011.[2] Viaplay released its first original fiction title, Swedish Dicks, in 2016.[3] As of 2021, it was available in Sweden, Norway, Finland, Denmark, Estonia, Latvia, Lithuania, Iceland and Poland.[4][5] Capitalizing on the popularity of Nordic noir titles, the service rolled out plans to expand to the UK and the Netherlands in November 2022, and Canada, Germany, Switzerland, Austria and the United States by 2023.[4][5][6][7] Viaplay launched in the United States ahead of the previously planned schedule, initially exclusively to Comcast customers, with the intention to launch a direct-to-consumer platform later.[8]

As the mother company Viaplay Group holds extensive sports rights in multiple markets, Viaplay provides sports broadcasts in most countries where it operates.

In May 2022, Viaplay announced the organisation had added the National Hockey League and Poland-based MMA promotion KSW to its UK offering.[9] In July 2022, Viaplay Group acquired U.K.-based pay TV channel operator, Premier Sports, and plans to rebrand it under the Viaplay name by November 2022.[10][11]


Launch rollout timeline
Release date Country/territory
May 2007 Denmark
April 1, 2020[12] Iceland
2016 (ended)[13]
March 9, 2021 (relaunch)[14]
August 3, 2021[15] Poland
December 15, 2021[16] United States
March 1, 2022[17] Netherlands
November 1, 2022 (rename of Premier Sports)[18] United Kingdom
2023[19] Austria


  1. ^ Barker, Alex (2 February 2021). "Netflix meets its match in Nordic minnow Nent". Financial Times.
  2. ^ a b "The Netflix effect – OTT in Europe". DigitalTVeurope. 5 August 2014.
  3. ^ Lodderhose, Diana (14 September 2016). "Swedish Comedy Series Starring Peter Stormare Eyes U.S. Network Pickup Via Lionsgate TV". Deadline Hollywood.
  4. ^ a b Roxborough, Scott (22 September 2021). "Scandinavian Streamer Viaplay to Launch in U.K., Canada, Germany". Hollywood Reporter.
  5. ^ a b Keslassy, Elsa (23 September 2021). "Inside Scandinavian Streamer Viaplay's Plans to 'Capitalize' on 'Nordic Noir' Globally". Variety.
  6. ^ Keslassy, Elsa (6 October 2021). "Nent Group Boss Anders Jensen on Viaplay's Scripted Strategy and Plan for Global Domination". Variety.
  7. ^ Grater, Tom (21 September 2021). "Nordic Streaming Service Viaplay To Launch In UK, Canada, Germany, Austria & Switzerland By 2023". Deadline Hollywood.
  8. ^ "Premium Nordic streaming service Viaplay to launch in the US on 15 December". NENT Group. 2021-12-13.
  9. ^ "NHL and KSW added to Viaplay's UK portfolio". Sports Business. 25 April 2022. Retrieved 19 May 2022.((cite web)): CS1 maint: url-status (link)
  10. ^ "Viaplay buys Premier Sports, hires DAZN's Edward Breeze". Broadband TV News. 2022-07-21. Retrieved 2022-07-21.
  11. ^ Bassam, Tom (21 July 2022). "Viaplay acquires Premier Sports in UK£30m deal to expand UK offering". SportsPro. Retrieved 22 July 2022.
  12. ^ "NENT Group to launch Viaplay in Iceland on 1 April". Nordic entertainment group.
  13. ^ "MTG lanserar Viaplay i Baltikum". News Powered by Cision.
  14. ^ "NENT Group is launching Viaplay in the Baltics". Nordic entertainment group.
  15. ^ "NENT Group to launch Viaplay in Poland on 3 August". Nordic entertainment group.
  16. ^ Keslassy, Elsa (13 December 2021). "Viaplay Partners With Comcast For Nordic Streamer's U.S. Launch on Dec. 15 (EXCLUSIVE)". variety. Retrieved 14 December 2021.
  17. ^ "Viaplay to launch in the Netherlands on 1 March". Nordic entertainment group.
  18. ^ "Premier Sports becomes Viaplay on 1st November". Retrieved 29 October 2022.
  19. ^ Roxborough, Scott (September 22, 2021). "Scandinavian Streamer Viaplay to Launch in U.K., Canada, Germany". The Hollywood Reporter.