NENT Group teams with VIacomCBS to launch Pluto TV in the Nordics

Nordic Entertainment Group (NENT Group) is to phase out its Viafree AVOD offering as a standalone entity and merge it with ViacomCBS’s Pluto TV FAST service following the signing of a partnership between the pair.

The partnership between the pair will see Pluto TV launch across Sweden, Denmark and Norway in 2022. The service combines ViacomCBS’ free ad-supported streaming TV (FAST) service with AVOD platform Viafree. NENT Group will serve as the platform’s leading advertising sales partner.

Pluto TV will introduce the new FAST/AVOD platform with curated channels and on-demand programming featuring international and local content. Viewers will be able to watch Viafree shows such as Paradise, Luxury Trap and Familien fra Bryggen, alongside content from ViacomCBS’ library such as The Hills, Awkward, MTV Unplugged and Catfish, and content from partners packaged in thematic channels.

Following the launch of Pluto TV, Viafree will be phased out as a stand-alone platform.

“Continuing to expand Pluto TV as the world-leading free ad-supported streaming TV service is a critical element of our streaming strategy, and we are delighted to partner with NENT Group to create this new and expanded version of Pluto TV. The combination of our global content pipeline and Pluto TV’s best-in-class tech global platform, with NENT Group’s ad sales scale and powerful local Viafree content, will position Pluto TV as the leading player in the growing FAST/AVOD space,” said Raffaele Annecchino, President and CEO of VCNI.

“Overall, this transformational partnership will boost Pluto TV’s growth internationally, and we expect to replicate this strategic model across all key international markets.”

Anders Jensen, NENT Group President and CEO, said: “We are happy to have found a new and stronger way forward for Viafree through this innovative partnership that creates significant value for all parties. Viewers can enjoy Viafree’s most loved formats as part of Pluto TV’s broad FAST and AVOD offering, while we are able to offer advertisers an even more attractive proposition. With this, we are taking an important further step to sharpen our focus on our fast-growing Viaplay SVOD service, which we expect to have at least 12 million subscribers in 2025.”