The Scandinavian SVOD service is set to roll out in the U.K. and the Netherlands next year, followed by Canada and Germany.
Viaplay’s US service will be initially available on Comcast’s entertainment devices, including Xfinity X1, Xfinity Flex and the XClass TV, as an add-on subscription priced at $4.99 per month. Viaplay intends to follow up with a direct-to-consumer app in the U.S..
The Nordic drama streamer is the latest niche platform, following the likes of Spanish-language specialist Pantaya, arthouse film service MUBI and the BBC/ITV-owned BritBox, looking to carve out an audience in the world’s largest SVOD market. It’s estimated that more than 80 percent of the 130 million U.S. households subscribe to a streaming service with an average of three subscriptions per streaming household.
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