Viaplay to launch this week in US following Comcast deal

Nordic streamer Viaplay is to launch in the US on Wednesday, offering 1,100 hours of programming at a cost of US$4.99 a month.

The roll-out, via NBCUniversal and Sky owner Comcast, comes a year since Viaplay owners Nordic Entertainment (NENT) Group first outlined its Stateside ambitions. A direct-to-consumer app for the US will also be rolled out, although a launch date has not been confirmed.

The US version of Viaplay will offer Nordic series and films focused on thrillers, drama and young adult content, with the company promising at least one premiere every week.

Originals such as Partisan, Wisting and Pørni will be available, alongside third-party Nordic films and series such as Charter, Snow Angels, Into The Darkness and The Legacy.

Viaplay’s US launch takes its global footprint to 10 countries, with at least six more set to follow by the end of 2023. It will launch in the Netherlands on 1 March and in the UK during the second half of next year, with Canada, Germany, Austria and Switzerland set to follow by the end of 2023.

Anders Jensen, NENT’s president & CEO, said: “There is a receptive audience of Nordic drama fans waiting in the US for Viaplay’s unique offering, which will bring the best of Nordic storytelling to the world’s most dynamic streaming market.”

NENT, which has sold off most of its production interests over the past year to All3Media and Fremantle, revealed Viaplay had become its biggest revenue raiser for the first time in July. NENT has set a target of 10.5 million Viaplay subscribers by 2025.