Viaplay wants to belong to the top two streaming services in the Netherlands

The Scandinavian streaming service Viaplay with glamorous Formula 1 and its ambassador Max Verstappen was launched in the Netherlands on Monday, but according to Anders Jensen, chairman and CEO, Viaplay is more than that. “We want to be a Dutch service.”

After obtaining the Formula 1 broadcasting rights, you can of course only choose one place for promotion in the Netherlands: Circuit Zandvoort. On Monday, the official launch of Viaplay was celebrated there.

“It may have come as a shock to the Dutch public that we have received the rights to Formula 1,” Jensen told on ‘DAM Toren’ from Amsterdam the day after the intro.

“We see it more as a continuation of what we are doing now with Formula 1 deals in nine countries. The Netherlands came at the right time. Our goal is to give the Dutch public a new experience. But of course we didn’t.” “We haven’t proven ourselves yet,” says the Swedish boss of Nordic Entertainment Group (NENT), owner of Viaplay.

That is why, according to Jensen, Viaplay has deals with KPN, Ziggo and NOS, among others. “We are a streaming company and we want people to stream, but not everyone is ready yet. That is why traditional TV is a nice addition.”

“Even if you are going to stream for millions of people, there is a lot of pressure on local networks that can lead to technical problems. We want to provide the best experience. It’s good to find a balance, that’s how we were. It can grow in Scandinavia.”

In addition to Formula 1, also football and darts

F1 world champion Max Verstappen will also assist as official ambassadors. Viaplay makes specials and behind-the-scenes documentaries with it. First success of weapons Verstappen – The released lionTogether with his father Jos and others, the Dutch driver is looking forward to the new racing season.

In addition, Viaplay offers other sports such as football (German Bundesliga and English Premier League from August) and darts.

Sports rights are tough, Jensen knows that. “We look at a combination of international and local rights and focus less on local sports because we are a regional player. In this way we create value for our partners at attractive financial conditions.”

Viaplay also owns the rights to the Dutch Eredivisie, but in other markets. ESPN owns the Dutch rights. “Eredivisie rights in the Netherlands are very expensive. I don’t know if we’re on the right track with this. But never say never.”

“We are a little different from Netflix and Videoland”

How can Viaplay survive in a market where competition is already so great and more streaming services will soon be on the Dutch market? Jensen would like to point out that Viaplay is more than just a live sport, with its own series, Hollywood films and Dutch productions. “It is precisely this combination that is unique. We are slightly different from Netflix and Videoland and therefore an added value.”

“We have to finish in the top two of streaming services,” says Jensen ambitiously. It remains a nice job because Netflix and Videoland have a strong position. “But”, he says, “we have also succeeded in Scandinavia.”

Here you pay 13.99 euros per month for a subscription to Viaplay. According to the national character, the Dutch should think about it for a while. Jensen laughs: “It’s always good to be very careful with the price. On the other hand, we really have a lot for this amount.”

“But we look to the long term. Our goal is to be a Dutch service for many more Dutch target groups. We also want to invest in the Dutch market and give makers a chance. I think the Netherlands is one of the best in the country. most dynamic creative markets.”

One login for all services?

We will see the streaming market grow even faster this year and in the years to come. The consumer must then know exactly what he can achieve with which service. Could there be a single “login” future for all services? Jensen thinks this is an interesting idea.

“The providers in this market have the same responsibility as the financial world, by creating a common infrastructure for your bank account and credit card usage. Then you have to switch to a user-friendly environment. This is a large and complex technology question. , but one in this market has yet to grow.

What’s new in Viaplay

  • The combination of (live) sports (Formula 1, darts, football), own productions, Hollywood films and children’s content should attract viewers on Viaplay for about 14 euros per month.
  • Plus: Hayu service, where you can watch reality shows like Keeping Up With the Kardashians and The Real Housewives.
  • Own productions (Originals) such as Scandinavian thrillers.
  • More and more Dutch content: Including the dark comedy Something Stupid by thriller Saskia Noort and De Schuldige, Dragon’s Den.

Source: NU