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NENT Group completes Viaplay rebrand

Nordic Entertainment (NENT) Group has rebranded to Viaplay Group to reflect its increased strategic focus on its streaming service of the same name. 

The rebrand was initially revealed in March, with the company just now receiving backing from shareholders at the company’s Annual General Meeting on May 18

Viaplay aims to have a presence in at least 21 countries by the end of 2023, including 16 direct-to-consumer markets for the Viaplay app and five partner markets for the Viaplay Select branded content concept. The company aims to have approximately 12 million Viaplay subscribers by the end of 2025.

The regional player plans to premiere at least 70 originals this year, with shows such as The Box and The Meaning Of Life. The streamer is set to launch in the UK in 2022, followed by Canada, Germany, Austria and Switzerland by the end of 2023.

In the Nordic and Baltic countries, Poland and the Netherlands, Viaplay offers a combination of Viaplay Originals, international films and series, kids content and live sports. In the US, the service provides a ‘best of the Nordics’ line-up that includes both Viaplay Originals and selected third-party content.

Viaplay Select, meanwhile, makes curated premium content available through partner platforms in selected markets, with Japan’s WOWOW the first to launch in April.

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