Nordic Entertainment Group proposes rebrand to Viaplay Group

Nordic Entertainment Group (Nent Group) has proposed a rebrand of the company to Viaplay Group, reflecting Nent’s strategic focus on the Viaplay streaming service and its ongoing international expansion. Viaplay is Nent Group’s most recognisable brand and the only one present in all its markets; it is also the company’s largest single revenue-generating unit. Viaplay is available in 11 countries, with plans to increase this to at least 16 by the end of 2023.

Anders Jensen, Nent group president and CEO, said: “Our proposed rebrand shows exactly who we are – a fast-growing international entertainment company. Becoming Viaplay Group will deliver clarity, simplicity and visibility. In turn, this will make us even more attractive for partners, investors and talents. The global streaming market has never been so exciting and competitive, and innovation in all areas, from our platform to our brand, is vital.”

In the Nordic and Baltic countries, Poland and the Netherlands, Viaplay offers a combination of Viaplay Originals, international films and series, kids’ content and premium 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.

The proposal is subject to the approval of Nent Group’s shareholders at the company’s Annual General Meeting on 18 May.

Under the proposal, Nent Group’s radio and advertising sales businesses will be rebranded as Viaplay Group Radio and Viaplay Group Ad Sales, respectively. The company’s studio operations were reorganised as Viaplay Studios in September 2021.