MTG launches streaming service in the Baltics

Viaplay on Apple TV

The Modern Times Group is launching its Viaplay streaming service in the Baltics, taking on SVOD giant Netflix, which rolled out in the region earlier this year.

The SVOD service will roll out in Estonia, Latvia and Lithuania as an OTT offering, and on mobile via a partnership with regional telco Tele2.

 The service offers premium sport – including the upcoming Olympics – and movies as well as kids and entertainment programming.

 In the Baltics it will be priced at €9.99 for the full package, or €6.99 for a pared down offering without the sport content.

 Jørgen Madsen Lindemann, MTG President & CEO said: “The Baltic countries are ideal markets for streamed video given the high-speed internet penetration levels and tech savvy consumers who love great content.”

The MTG boss added that Viaplay has a deeper content offering than Netflix.

“Viaplay brings more content to consumers in the region than any other video streaming service, and includes original MTG local programming too. Consumers will now have access to their favourite TV shows, movies and sports wherever they are and whenever connected.”

The service does not have the level of original programming that Netflix offers, but has greenlit its first original, Swedish Dicks, a detective comedy with Keanu Reeves.

Viaplay is already available throughout the Nordic region. MTG recently launched a free streaming service in some markets, Viafree, which sits alongside its paid-for counterpart.