Viaplay Group inks distribution deal with Play

Nordic media company, Viaplay Group, has struck a deal with Poland’s telecommunications operator Play, to include its streaming service as a hard bundle in Play’s TV packages.

Viaplay’s content will be directly accessible via Play to audiences across Poland.

The company said the deal marks a significant step for Viaplay in reinforcing its position in the Polish market, as well as for the ongoing development of the local streaming landscape. Viaplay had previously partnered with both Play and UPC, prior to both companies merging last year.

Viaplay launched its service in Poland in 2021 and reported 2.9 million international customers, including Poland in Q1 2023.

Its range of programming includes sports such as Formula 1, KSW, NHL, Premier League, Bundesliga, UEFA Europa League and UEFA Europa Conference League, alongside local Viaplay Series and Films and Nordic and international content.

Alexander Bastin, Viaplay group chief commercial officer, Continental Europe and Baltics: “This new collaboration with Play is very positive news for both companies and for viewers. It demonstrates the strength and appeal of Viaplay’s offering in Poland. We are committed to delivering premium entertainment experiences to our valued Polish audience, and this deal makes it even easier for new and existing customers to enjoy Viaplay.”

Mikkel Noesgaard, Play group chief marketing officer: “At Play, we are committed to providing our customers with the freedom to choose the best connectivity and digital entertainment experience at the most affordable price. Our recently launched New Generation TV is the only solution on the Polish market, that enables customers to compose their own bundle and have access to best quality content. We are happy that thanks to our cooperation with Viaplay our customers can enjoy the best quality entertainment at home and away with Play.”