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Viaplay Group AB (publ), formerly Nordic Entertainment Group (NENT Group), is a leading entertainment provider headquartered in Stockholm, Sweden. The company's primary offering is the Viaplay streaming service, which delivers a mix of original productions, international films and series, kids' content, and premium live sports. Viaplay Group also operates TV channels, radio stations, and production companies under its Viaplay Studios brand. After rebranding from NENT Group in May 2022, the company embarked on an ambitious international expansion. However, in 2023, Viaplay Group announced a new strategy focusing on its core Nordic markets (Sweden, Norway, Denmark, Finland, Iceland), the Netherlands, and its Viaplay Select branded content concept, while scaling down, partnering, or exiting other international markets to improve profitability.
Serves as the central hub for Viaplay Group's strategic decision-making, corporate governance, financial operations, content strategy, and technology development leadership for its Nordic and international entertainment businesses.
Modern office facilities located in a key business district of Stockholm, designed to foster collaboration and innovation. Likely incorporates Scandinavian design principles and advanced technology infrastructure suitable for a media and streaming company.
A dynamic, fast-paced, and creative environment typical of the media and entertainment sector. Emphasis on innovation, international collaboration, and a passion for content and technology. Recent restructuring may have impacted the culture, with a renewed focus on core market profitability.
Strategically located in a major Nordic capital, enabling access to talent, industry partners, and the European media landscape. It is central to its operations as a leading Nordic-based entertainment company with international reach.
Viaplay Group's primary global function is the operation of its Viaplay streaming service. While historically expanding into numerous countries, its current strategy (as of late 2023/early 2024) focuses on core Nordic markets (Sweden, Norway, Denmark, Finland, Iceland) and the Netherlands. It also has a significant presence in Poland and the Baltics, though these are under review for potential exit or partnership. The Viaplay Select business model licenses Viaplay-branded content to partners in various other territories globally. Viaplay Studios, its content production arm, creates content for Viaplay and other platforms, contributing to its international content footprint.
Ringvägen 52
Stockholm
Stockholm County
Sweden
Address: Building 7, Chiswick Park, 566 Chiswick High Road, London, W4 5YG
Supports the Viaplay streaming service in the UK and facilitates global content partnerships and distribution through Viaplay Select.
Address: Focus Building, Al. Armii Ludowej 26, 00-609 Warsaw
Previously central to Viaplay's expansion in the CEE region (e.g., Poland, Baltics). Role may be adjusting with the new strategy focusing on core markets and potential exit from Poland.
Address: Strandlodsvej 44, 2300 Copenhagen S
Key office for one of Viaplay Group's core Nordic markets, ensuring localized content and services for Danish consumers.
Address: Akersgata 49, 0180 Oslo
Crucial for serving another core Nordic market, tailoring content and services to Norwegian audiences.
Address: Konepajankuja 1, 00510 Helsinki
Supports Viaplay Group's presence in Finland, another key Nordic market, adapting offerings for Finnish viewers.
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As of April 2025, Viaplay Group' leadership includes:
Viaplay Group has been backed by several prominent investors over the years, including:
Viaplay Group underwent significant leadership changes in the last 12-18 months, most notably with a new CEO appointment amid a strategic overhaul. Several EVPs also changed roles or departed as the company restructured.
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Viaplay Group (formerly NENT Group) most commonly uses the firstname.lastname@viaplaygroup.com email format. This is a standard pattern for many corporations.
firstname.lastname@viaplaygroup.com
Format
john.doe@viaplaygroup.com
Example
80%
Success rate
Viaplay Group Press Release • February 1, 2024
Viaplay Group successfully completed its SEK 4 billion recapitalisation plan, including a SEK 3.1 billion directed share issue to CANAL+ and PPF and a SEK 0.9 billion rights issue. This strengthens the balance sheet and supports the new strategy....more
Viaplay Group Press Release • January 9, 2024
Viaplay Group introduced a new operating model focused on its core markets. Kenneth Madsen was appointed EVP & CEO Nordic, and new country CEOs were named for Sweden, Norway, and Denmark. A new Dutch leadership team was also established....more
Viaplay Group Press Release • December 1, 2023
Viaplay Group announced a SEK 4 billion recapitalisation plan, including new equity from existing shareholders and new investors CANAL+ and PPF Group, alongside debt writedowns and an amended bank facility. This aims to address financial challenges and support its revised strategy....more
Viaplay Group Press Release • July 20, 2023
Viaplay Group reported its Q2 results and announced a new strategy focusing on core Nordic operations, the Netherlands, and Viaplay Select. The plan includes downsizing or exiting other international markets, cost reductions including layoffs, and a review of strategic options including a potential capital injection....more
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