Viaplay transformation remains on track
July 17, 2026 12.36 Europe/London By Julian Clover


Viaplay Group says its transformation plan remains on track, as improved profitability in the second quarter was accompanied by the planned sale of its Dutch operations and continued integration of DTH platform Allente.

The Nordic streaming and TV group reported Q2 net sales of SEK 5.51 billion, compared with SEK 4.31 billion a year earlier.

Core operations EBITDA before associated company income and items affecting comparability rose to SEK 458 million from a pro forma SEK 412 million. Group operating income increased to SEK 253 million from SEK 88 million, while net income was SEK 70 million, compared with a loss of SEK 49 million in Q2 2025.

CEO Jørgen Madsen Lindemann said Q2 continued the pattern seen in the first quarter, with the group moving “steadily along our long-term transformation path”. He said the integration of Allente was proceeding according to plan, while the divestment of the Netherlands would reduce debt and refocus the group on the Nordics.

Viaplay announced after the end of the period that it would sell its Dutch operations for €142 million, or around SEK 1.57 billion, subject to regulatory, lender and other approvals. Financial net debt stood at SEK 5.12 billion at the end of Q2, before proceeds from the sale.

The company said streaming subscription sales rose 7% organically. The Viaplay subscriber base was stable year-on-year, with direct-to-consumer growth offset by a smaller B2B base as the group prioritised “value over volume” in distribution partnerships. Both D2C and B2B revenues increased, helped by higher ARPU and a greater mix of premium sports subscribers.

Non-streaming subscription sales, which include almost all Allente revenues, declined 3% organically, reflecting structural changes in DTH and linear TV distribution. Allente ARPU continued to rise both year-on-year and sequentially.

Advertising sales were slightly higher organically, with digital and radio growth offsetting continued weakness in linear TV advertising. Other sales fell 15%, mainly due to lower scripted content sales.

Sports remained central to Viaplay’s proposition, with the end of the English Premier League and Football League seasons, Danish Superliga, UEFA club competitions, Formula One and golf majors all contributing to viewing and sales during the quarter.

Viaplay reiterated its 2026 targets, expecting core operations sales to be stable organically and core EBITDA before ACI and IAC to reach SEK 1.0-1.4 billion. It continues to target a double-digit EBITDA margin by 2028.