Viacom drives Spike to 24/7 service in Netherlands
Details
Editor
| 09 November 2016

Netherlands cableco Ziggo is to be first in the country to launch the Viacom International Media Networks (VIMN)-owned Spike entertainment brand on an all-day basis.

Aiming to address 20-49-year-old audiences through what VIMN says is ‘bold, high stakes’ original programming, Spike was initially launched in the Netherlands as a five-hour programming block in November 2015. Since then has seen ratings increase rapidly to reach a 1.12% share among its target audience. The brand is perhaps best known for programme such as global hit Lip Sync Battle and fight series Bellator MMA.

Internationally, Spike has expanded rapidly since being introduced in the UK in April 2015. In addition to growth in the Netherlands, Spike will launch in Hungary on 1 December through a partnership with local commercial free to air broadcaster, RTL. With the launch of Spike as a 24-hour channel in the Netherlands and the addition of Spike in Hungary, the brand will reach 39 million subscribers outside of the US by the end of the year.

The channel will be available in the Netherlands 24-hours a day for Ziggo basic package subscribers who will have access to a line-up of international shows, as well as local programmes like Gamekings and a new reality series focused on Dutch kickboxer Nieky Holzken.

“Since we launched the Spike block in Benelux, we’ve seen ratings grow 128%. With a combination of global hits including Lip Sync Battle, Ink Master and Bellator MMA, as well as local favourites such as Game kings, the channel appeals to both women and men in the hugely importantly 20-49-year-old adult audience,” explained VIMN EVP and general manager, international brand development Michael D Armstrong. “We’re excited to be expanding the brand even further in the Netherlands and beyond.”