April 26, 2024

Viaplay will also fight account sharing with subscribers.

Trend Analysis
Szymon Karbowski
Viaplay will also fight account sharing with subscribers.

This summer, Viaplay plans to launch a cheaper offer - Viaplay with advertising. The Scandinavian streaming service wants to start fighting with users who share their passwords with people outside the household. The company estimates that a third of its subscribers do this. 

Viaplay is on the way to improving its financial situation. Actions successfully introduced in the world by Netflix are a way to achieve this goal. At the press conference, Viaplay announced that the first steps in advertising have already been taken with success. Jørgen Madsen Lindemann, CEO of Viaplay, announced at a recent press conference that the main goal of his streaming platform is to sell more digital advertising to complement revenues from linear TV sales and plans about potential advertising partners. 

In some markets, Viaplay has limited the ability to watch sports TV to one device at a time (two devices in Poland). Lindemann also said that the company had restricted account sharing to 80% or more, depending on the event being restricted. The manager announced that Viaplay will follow in the footsteps of its competitors. Fight with password sharing will also include other content such as movies or series. 

According to Lindemann, the fight against password sharing is a natural step against the practices of some users. Viaplay wants to use the same solutions that Netflix currently uses. Users will be forced to select the main household. Playing on other devices will only work after confirming that you are in that particular household. It has not yet been announced whether the fight against the sharing of passwords will be extended to all markets.

Viaplay working on a new linear channel with sports news. It should be available in most of the markets where the platform is currently available. It will feature news and journalistic tv show about sport. Company added that they will be using content from Sky Sports News and Premier League. 

Viaplay is struggling with the rising cost of sports rights. The platform hasn't been able to pass this on to subscribers, although it has increased the price in the Netherlands from EUR 15.99 to EUR 17.99. The Viaplay Group's total revenue for the first quarter of this year was SEK 4.76 billion, up 4.8% year-on-year. After Netflix and Disney+, Viaplay is another video streaming service that is taking up the fight against account sharing. I wonder if it will achieve the desired results and profits?

#SzymonKarbowski #StreamVX #Viaplay #videostreaming #household #FightWithPasswordSharing #FightWithAccountSharing #users

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