What is Viaplay?
Viaplay is the streaming service of Viaplay Group, which offers it in Denmark alongside television channels. The group describes itself as “the Nordic region's leading entertainment provider”, a self-description reported here as the group's own. It states that its shares are listed on Nasdaq Stockholm as “VPLAY A” and “VPLAY B”.[1]
The group's About page lists the Viaplay streaming service across the Nordic countries and the Netherlands, Viaplay Select content on partner platforms, TV channels in most of its markets, radio stations in Norway and Sweden, and Allente, a Nordic TV and broadband provider.[2]
In Denmark the brands show up in the football listings. Bold.dk's football television guide lists 3+, TV3 Sport and Viaplay among the channels and services it tracks.[5] Its Danish terms on viaplay.dk, last updated on 7 July 2026, name the provider as Viaplay Group Sweden AB, virksomhedsnummer 556304-7041, of Stockholm.[9]
What does Viaplay cover?
Its Danish sport offer is built on dated football contracts. Viaplay Group announced on 29 August 2023 that it had extended its rights to the 3F Superliga and the 1. Division for six seasons, to 2029/2030, with three live matches a week from the 2024/2025 season, on the Viaplay streaming service and the group's TV channels, in Denmark, Sweden, Norway and Finland.[3]
The same release quotes the group's chief executive, Jørgen Madsen Lindemann: “We have been home to Danish football since 1998 and are proud to secure this key property until the next decade.” Claus Thomsen, chief executive of Superligaen A/S, is quoted calling the group “a valued partner and a very important contributor to the development of Danish football”.[3]
On 30 April 2026 the group announced a four-year extension of exclusive UEFA Champions League rights in Denmark, running from autumn 2027 to 2031, together with Europa League and Conference League rights in Norway and Finland.[4] Peter Nørrelund, the group's executive vice-president, is quoted: “The UEFA Champions League has always been relevant to our sports offer in Denmark”.[4]
The league whose rights it holds is the twelve-club 3F Superliga, run by Superligaen A/S.[6]
The previous contract shows the channel line-up. On 18 June 2019 Nordic Entertainment Group (NENT Group), in a release now carried in Viaplay Group's newsroom, announced an extension of its Danish football rights to 2024, stating that fans could watch the Superliga, the 1st Division and the DBU Pokalen cup “on NENT Group's Viaplay streaming service, as well as on the TV3+, TV3 SPORT and TV3 Max channels in Denmark”, and that it then held two of the three Superliga match packages.[8]
How large is Viaplay's audience?
No Denmark-only subscriber figure was retrieved. The group gives “4.4 m Viaplay Subscribers (2025)” across “6 Viaplay markets”, together with 17.7 billion Swedish kronor of group net sales in 2025 and 1,357 employees. Those are group-wide company figures, not Danish ones and not audited audience measurement.[1]
For linear television the Danish currency is Nielsen's. Nielsen announced in January 2022 that the new measurement, which started on 1 January 2022, was commissioned by a steering group of broadcasters: TV 2, DR, Nordic Entertainment Group and Discovery Networks, with Disney joining subsequently.[7] No Nielsen figure for a Viaplay channel was retrieved.
Since when has Viaplay existed?
The group's About page gives 2018 as its year of establishment.[2] That is the group's own account and refers to the present group, not to its Danish channels.
Its association with Danish football is older by its own account: the chief executive's statement of 29 August 2023 dates it to 1998.[3] That is a company claim, attributed here and not adopted.
The corporate name has changed within that period. The 2019 rights release was issued by Nordic Entertainment Group, refers to “NENT Group's Viaplay streaming service”, and states that “NENT Group's coverage of Danish football kicked off in 1998”; the 2023 and 2026 releases are issued as Viaplay Group.[8][3][4] No launch date for the Viaplay service in Denmark was retrieved from the group.
Why does Viaplay matter in Denmark's sport?
It matters first because it holds the domestic top-flight football rights under a contract with a stated end: the 3F Superliga and the 1. Division to 2029/2030, announced on 29 August 2023, with three live matches a week.[3]
It matters second because it holds the Danish rights to the UEFA Champions League, extended on 30 April 2026 for autumn 2027 to 2031.[4]
It matters third because its channels are part of the listings Danish football readers use: Bold.dk's guide tracks 3+, TV3 Sport and Viaplay alongside TV 2's services.[5] Both rights statements above are anchored to their announcement dates; any later re-tender will supersede them.
References
- Viaplay Group — corporate home page (subscribers, markets, net sales and employees for 2025; Nasdaq Stockholm listing). Accessed 2026-09-24.
- Viaplay Group — About (products and services; established 2018). Accessed 2026-09-24.
- Viaplay Group — Viaplay Group extends Danish 3F Superliga football rights to 2030 (29 August 2023). Accessed 2026-09-24.
- Viaplay Group — Viaplay Group to show UEFA Club competitions in Denmark, Norway and Finland until 2031 (30 April 2026). Accessed 2026-09-24.
- Bold.dk — Fodbold i TV: television guide listing the channels and streaming services it tracks. Accessed 2026-09-24.
- 3F Superliga — league site (league name, twelve clubs, Superligaen A/S). Accessed 2026-09-24.
- Nielsen — Nielsen og de store danske broadcastere klar med ny seermåling (January 2022; measurement from 1 January 2022, 1,750 households). Accessed 2026-09-24.
- Viaplay Group — NENT Group extends Nordic rights to Danish Superliga football (18 June 2019). Accessed 2026-09-24.
- Viaplay — Generelle vilkår for vores tjenester (last updated 7 July 2026; provider Viaplay Group Sweden AB, virksomhedsnummer 556304-7041). Accessed 2026-09-24.