Nordic Entertainment Group (NENT) is very pleased with Viaplay’s subscription figures in the Netherlands. The streaming service best known as Formula 1’s new home is getting a lot of comments, but Scandinavian streaming service more customers in our country than expected.

Formula 1 on Viaplay

It takes some getting used to: no longer listening to Olav Mol with race commentary and crazy screams, but for men and women a little less experienced than Viaplay. Meanwhile, however, some viewers almost forgot that it was featured on Ziggo Sport after four Formula 1 races.

In the Netherlands we don’t have many alternatives to watching Formula 1: either via Viaplay, or via the F1 TV app or just a summary on Ziggo. No wonder so many people choose Viaplay, because that’s the only direct way to watch motorsport with Dutch commentary (in the F1 TV app you can only choose English).

13.99 euros per month

It is good news for Viaplay that subscriber numbers in the Netherlands are doing very well: it also pays a lot to be allowed to broadcast Formula 1: over 30 million euros per year. Therefore Viaplay is not a free streaming service: you pay 13.99 euros per month for it (or currently 9.99 euros via KPN and Ziggo). Hundreds of thousands of customers in the Netherlands have joined Viaplay.

It is not known exactly how many Viaplay subscriptions are active in the Netherlands. The company did share figures on how it performed in the first quarter of 2022 in the eleven markets it is active in: 778,000 customers were added, most of whom were from the Netherlands. It’s quite special, because the company just went live in our country on March 1st. The total number of Viaplay subscribers worldwide is 4.8 million.

Expansion to other countries

Although many Dutch people know how to find Viaplay to watch sports, he also plans to create more Dutch content. There will be five Dutch series a year, including a black comedy by Saskia Noort and a drama series about the murder of Marianne Vaatstra.

This year, Viaplay will mainly focus on growth: growing in the Netherlands, but also looking to grow in other countries: this year it will come to Great Britain, Germany, Austria, Switzerland and Canada.