Nordic Entertainment Group (NENT Group) said it will be launching its Viaplay streaming service in the Netherlands in the first quarter of next year. The service will feature exclusive Formula 1 and Bundesliga coverage, as well as Viaplay Originals, international films and series, plus content for children. The precise launch date, pricing and packaging of Viaplay in the Netherlands will be announced in due course.
As expected, the group bought the Dutch broadcast rights for Formula 1 races in a three-year deal to 2024, plus Bundesliga football rights until 2029. Ziggo, holder of the Formula 1 rights for the past nine years, confirmed earlier that it had not extended those rights, because the price had become too high. NENT said in contrast that it found the prices relatively affordable compared to other markets.
All Formula 1 races will be shown live in 2022-2024 on Viaplay, along with every qualifying session and free practice. The coverage will be led by Dutch commentators and experts, and will feature extensive and new kinds of studio programming. The Dutch Grand Prix and five other races will be broadcast live on a free-to-air basis.
In addition, Viaplay will show over 300 Bundesliga and Bundesliga 2 live matches every season, as well as the German Supercup and the Bundesliga promotion and relegation play-offs. Viaplay’s Bundesliga coverage will include Dutch commentary and studio programming. With the company's rights starting already with the 2021/22 season this summer, it will look for a partner to provide coverage before the streaming service launches in 2022.
NENT said it will look to acquire additional rights, including Dutch football. The latter are currently held by ESPN and come free again in 2025/26.
Lastly, NENT is planning more than 40 original premieres this year, which will also be available on the Dutch service. Viaplay will show Nordic and international original series and films and will eventually produce local Dutch originals as well, it said. The company also has long-term relationships with major US and international studios for additional content.
The company plans only a streaming service and no linear TV channel in the Netherlands, according to NENT CEO Anders Jensen. The service will not carry advertising, relying instead on subscription revenues, and the company is still working on potential distributors. While no pricing details were disclosed, the CEO pointed to the company's Baltics offering as a similar service, which costs EUR 9.99 per month.
Viaplay is available in Sweden, Norway, Denmark, Finland, Iceland, Estonia, Latvia and Lithuania. It will launch this summer in Poland and in the US by year-end, followed by the Netherlands in Q1 2022 and then four additional markets by the end of 2023.
NENT CEO Anders Jensen said he was confident the company would be able to meet its target of 4.5 million international and 6 million Nordic subscribers by the end of 2025. NENT holds the Formula 1 rights in the Nordic and Baltic markets for its Viaplay service, as well as in Poland. NENT Group’s partnerships with Formula 1 and Bundesliga now cover 10 European markets.
