DPG Media has agreed to acquire Viaplay’s Dutch business for €142 million, marking a significant expansion into live premium sport and strengthening its ambitions in the Dutch streaming market.
The deal will see Viaplay Netherlands integrated into Videoland, giving the streaming service rights to major sports properties including Formula 1, the Premier League and Professional Darts Corporation events. It is the first time Videoland will carry a comprehensive live sports portfolio.
The acquisition is subject to regulatory approval and is expected to complete in the coming months.
The sale forms part of Viaplay Group’s strategy to concentrate on its core Nordic markets following a prolonged period of financial restructuring. The company has faced mounting pressure in recent years, reporting subscriber declines across Scandinavia and the Netherlands alongside continuing losses.
Jørgen Madsen Lindemann, Viaplay Group President and CEO said: “The proceeds of the sale will enable us to accelerate the deleveraging and strengthening of the Group’s financial profile. It follows on the transformational acquisition of the remaining 50% of Allente Group, and subsequent refinancing, at the end of last year. We are delighted that a Dutch business with such strong local roots is acquiring the operations, and will be able to focus on developing them further moving forward.”
Existing Viaplay subscribers in the Netherlands will continue to access the service and app during the transition, while around 50 Viaplay Netherlands employees will transfer to DPG Media.
The addition of premium sports rights gives DPG a much broader streaming proposition, combining entertainment, local originals and live sport as competition intensifies with global streaming platforms.
The transaction also marks another retreat by Viaplay from international markets. The Swedish broadcaster entered the Netherlands in 2022 after securing Formula 1 rights from Ziggo but has since focused on stabilising its business following financial difficulties.
