NENT Group proposes rebrand to Viaplay Group

Nordic Entertainment Group (NENT) has announced plans to rebrand as Viaplay Group.

The rebrand, which would put the company’s streaming service of the same name front-and-centre, will be put forward to shareholders at the company’s Annual General Meeting on May 18.

Announcing the plan, NENT said that Viaplay is its “most recognisable brand and the only one present in all its markets” while also being the company’s largest single revenue-generating unit.

Viaplay is currently active in 11 countries, with 16 planned by the end of 2023. The streamer is targeting 12 million subscribers globally by the end of 2025.

The proposal will see NENT Group’s radio and advertising sales businesses will be rebranded as Viaplay Group Radio and Viaplay Group Ad Sales respectively, with NENT’s studio operations reorganised as Viaplay Studios in September 2021.

The rebrand would also see the company’s share ticker on Nasdaq Stockholm change from `NENT B’ to `VPLAY B’.

This would be the second rebrand from the company in the past four years, with NENT being created in June 2018 as part of its split from former parent company Modern Times Group. 

Anders Jensen, NENT Group president and CEO, said: “Our proposed rebrand shows exactly who we are – a fast-growing international entertainment company. Becoming Viaplay Group will deliver clarity, simplicity and visibility. In turn, this will make us even more attractive for partners, investors and talents. The global streaming market has never been so exciting and competitive, and innovation in all areas, from our platform to our brand, is vital.”