Viaplay added 778,000 new subscribers in all 11 markets it operates in in the first quarter. Holland made up the vast majority of that group of new customers, Nenet says In an explanation of its quarterly numbers.
In total, Viaplay now has around 4.8 million paying subscribers, 1.2 million of whom are outside Scandinavia. Of those 1.2 million, the Dutch make up the “majority,” according to NENT. Viaplay’s total subscriber count grew 52 percent year over year, but the company doesn’t disclose exact subscriber numbers by country.
“We are way ahead of schedule. The Netherlands is leading the way in this,” said Anders Jensen, CEO of NENT. “Our coverage of Formula 1 and our documentaries on Max Verstappen are very popular.” NENT reportedly paid €30 million for the Dutch broadcast rights to Formula 1 for the next three seasons.
Viaplay launched in the Netherlands on March 1. In addition to Formula 1, German Bundesliga, PDC darts and from the upcoming season the English Premier League, the streaming service also offers series, programs and movies.
Lots of criticism from F1 viewers
NENT has chosen to broadcast F1 for new presenters and commentators and that the company has come under a lot of criticism from F1 fans. A NENT spokesperson recently responded to the criticism: “Everyone is entitled to their opinion. But we are very proud of our squad.” “In the coming seasons, we have attracted an amazing team of commentators and experts, and we are very pleased with them.”
Anders Jensen, CEO of NENT, recently told Bright that the company had deliberately taken a risk with the “new setup” compared to Ziggo’s F1 programming. “Our approach is not to do the same thing as other companies. We want to innovate.”
NENT also wants to produce five Dutch series and shows annually. For example, Dutch producer Pupkin will do a drama series for Viaplay about the hunt for Jasper S., the killer of 16-year-old Marian Vastra.
Another Dutch production is a black comedy written by Saskia Norte. Viaplay is also working on the Dutch crime drama De Schuldige, written by Liesbeth Strik. A Dutch version of Dragon’s Den is also being worked on, and there are plans for a Dutch movie.
Viaplay will also launch in the UK later this year. It is followed by Canada, Germany, Austria and Switzerland. The number of subscribers should reach nearly 12 million by the end of 2025.
NENT is also planning to change its company name to Viaplay soon. The name change will be presented to shareholders in mid-May.
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