AMSTERDAM – DPG Media has agreed to acquire Viaplay’s Dutch operations for €142 million, significantly expanding its presence in premium live sports and strengthening its position in the Netherlands’ increasingly competitive streaming market.
Under the agreement, Viaplay Netherlands will be integrated into DPG Media’s streaming platform, Videoland, bringing with it broadcasting rights to major sports properties including Formula 1, the Premier League, and events organised by the Professional Darts Corporation (PDC). It will mark the first time Videoland offers a comprehensive portfolio of live sports content.
The transaction remains subject to regulatory approval and is expected to close in the coming months.
The sale forms part of Viaplay Group’s broader strategy to refocus on its core Nordic markets following an extended period of financial restructuring. In recent years, the Swedish media company has faced subscriber declines in Scandinavia and the Netherlands while continuing to report financial losses.
Viaplay Group President and CEO Jørgen Madsen Lindemann said the proceeds from the transaction would help strengthen the company’s balance sheet and accelerate efforts to reduce debt.
“The proceeds of the sale will enable us to accelerate the deleveraging and strengthening of the Group’s financial profile,” Lindemann said, adding that the company was pleased to see a business with strong local roots taking over the Dutch operation.
Current Viaplay subscribers in the Netherlands will retain access to the existing service and application during the transition period, while approximately 50 Viaplay Netherlands employees are expected to transfer to DPG Media.
For DPG Media, the acquisition substantially broadens Videoland’s offering by combining entertainment programming, local productions and premium live sports rights at a time when competition with global streaming platforms continues to intensify.
The transaction also represents another step in Viaplay’s retreat from international markets. The company entered the Netherlands in 2022 after acquiring Formula 1 broadcasting rights previously held by Ziggo but has since shifted its focus toward stabilising its business following a period of financial challenges.