Nordic streamers join Netflix in latest round of price increases
September 10, 2026 12.08 Europe/London By Julian Clover


Streaming services across the Nordic markets are raising subscription prices, with Viaplay and TV 2 blaming increasing sports and content costs, while Netflix has introduced a fresh round of increases in the UK.

Mediavision reports that in Denmark, Viaplay is increasing prices across its sports packages from next month. Its Premium package will rise from DKK 509 to DKK 549 per month without advertising, while the ad-supported version increases from DKK 399 to DKK 429. Lower-priced football packages, which include UEFA Champions League coverage, are also increasing.

The changes follow increases introduced by Viaplay in Sweden in August. Viaplay Total rose from SEK 699 to SEK 749 per month, while the ad-supported version is now priced at SEK 699.

Norway’s TV 2 is also raising prices for TV 2 Play. Premium increases from NOK 469 to NOK 489 without advertising and from NOK 399 to NOK 409 with advertising. Standard subscriptions are increasing by NOK 20 for the ad-free tier and NOK 10 for the advertising-supported option. The changes apply immediately to new subscribers and from 1 October to existing customers.

Both Viaplay and TV 2 have pointed to rising expenditure on sports and entertainment rights as factors behind the increases.

The Nordic changes come as Netflix raises its UK subscription prices. Its advertising-supported plan has seen the largest percentage increase, rising by a third from £5.99 to £7.99 per month. Standard increases from £12.99 to £13.99, while Premium moves from £18.99 to £20.99.

The increases provide further evidence of streaming services seeking higher revenue per subscriber, with sports-led platforms in particular attempting to pass some of the increasing cost of premium rights on to consumers.