Viaplay Group and Roku have partnered for multiple years to give consumers access to the former’s premium Nordic content through The Roku Channel in the US. By adding a Viaplay subscription, consumers can access over 1,500 hours of content, including The Roku Channel’s 350 free live linear TV channels. Viaplay is also accessible in the US through Comcast's Xfinity platforms. In early 2023, Viaplay will separately launch its own direct-to-consumer Viaplay app.
"Launching on The Roku Channel offers Viaplay outstanding reach in the world’s largest streaming market. Our award-winning series and films, many with internationally recognised stars, are an ideal fit for The Roku Channel’s diverse line-up of Premium Subscriptions. Premium Nordic content has a dedicated audience in the US, and fans can now experience the most stylish and thrilling stories that the region has to offer," said Vanda Rapti, Viaplay’s GrouP Chief Commercial Officer.
Nordic TV Content Expansions
Viaplay Group Signs a Deal to Add Nordic Content to The Roku Channel
Trend Themes
1. Nordic Content Expansion - The partnership between Viaplay Group and Roku in adding Nordic content to The Roku Channel in the US presents an opportunity for other Nordic content providers to expand in the American market.
2. Direct-to-consumer Streaming - With the launch of its own Viaplay app in early 2023, Viaplay Group is joining the growing trend of content providers going direct-to-consumer and offering more choices to viewers.
3. Integration of Free Live Linear Channels - The integration of Viaplay Group’s premium Nordic content with The Roku Channel’s 350 free live linear TV channels shows opportunities for more streaming services to provide diverse content options to their viewers.
Industry Implications
1. Streaming Services - The partnership between Viaplay Group and Roku highlights the opportunities for more streaming services to partner and expand their offerings in different markets.
2. Content Providers - The direct-to-consumer launch of Viaplay Group’s own streaming app presents opportunities for more content providers to create and offer their own streaming platforms.
3. Entertainment Industry - The integration of Viaplay Group’s premium Nordic content with The Roku Channel shows the potential for the entertainment industry to collaborate and reach larger audiences through streaming services.