NENT strikes Viaplay deal with Xavier Niel’s Play in Poland

Nordic Entertainment Group (NENT Group) and Polish mobile operator Play, owned by France’s Iliad Telecom, have agreed a multi-year distribution deal that will make NENT’s Viaplay streaming service available to Play’s post-paid subscribers.

New and renewing subscribers to the Play Now TV service will receive access to Viaplay. Current Play Now TV customers will have free Viaplay access until the end of January 2022, and will then be able to add a Viaplay subscription to their package.

Customers who currently have a mobile or mobile broadband subscription from Play can choose to access Viaplay for a free trial period.

Play currently has around 15 million pre- and postpaid mobile customers in Poland and 800 points of sale across the country, significantly expanding Viaplay’s reach. The company was acquired by Xavier Niel’s Iliad Telecom, which operates in France under the Free brand, late last year.

Viaplay launched in Poland recently as part of NENT’s ambitious international expansion plan for the brand, offeirng viewers a combination of Viaplay Originals, international films and series, kids content and live sports such as Bundesliga football, with Premier League and Formula 1 to be added in the coming years.

The is available in Poland through third-party partnerships including leading cable operator Vectra and direct subscriptions at a price of PLN34 a month. It is available on by devices and platforms including Samsung, LG, Panasonic, Sony, Philips and TCL smart TVs; iOS and Android smartphones and tablets; Chromecast and Apple TV; PlayStation 4 and 5 and Xbox One; and PC and Mac.

Kim Poder, NENT Group chief commercial officer, said: “Viaplay’s launch in Poland has been very successful, with significant interest both from viewers and partners. We are continually increasing our content offering, including the premiere of the hugely popular show Fort Boyard and UEFA Europa League football with Legia Warsaw this month, making the service even more attractive. It’s very exciting that customers of Play, Poland’s leading mobile operator, can now experience Viaplay for themselves.”

Mikkel Noesgaard, Play chief marketing officer, said: “At Play we are constantly developing our offer with customers’ needs in mind. We are proud to be the first mobile operator in Poland to provide our customers with access to Viaplay, the latest video service on the Polish market, through a very attractive offer. Thanks to the cooperation with Viaplay our customers will be able to enjoy access to home entertainment at the best price.”