Viaplay Group announced its first-quarter 2025 results, revealing a decrease in net sales. The company reported Group net sales of SEK 4,374 million, a decline from SEK 4,757 million in the same period of 2024. Organic sales across its key markets—the Nordics, Netherlands, and Viaplay Select—experienced a 5% drop, reaching SEK 4,194 million. This decrease reflects Viaplay's strategic shift towards a "value over volume" approach.
President and CEO Jørgen Madsen Lindemann addressed the results, emphasizing the company's progress since its recapitalization. He stated that Viaplay has implemented refined content strategies, launched new products, and strengthened monetization efforts. The sale of its UK business and studio operations also contributed to the company's restructuring. "While we have taken important steps, there is still much to do. Execution remains our absolute priority as we now build on the transformation with a clear focus on value over volume in our operations, investments, and partnerships," Lindemann explained.
Despite the overall sales decrease, Viaplay saw positive developments. The direct-to-consumer business and subscriber base grew year-on-year, both in Film & Series and Sports categories. Furthermore, viewing figures increased on Viaplay’s free-TV channels across all core markets. Lindemann highlighted the importance of consumer research in shaping Viaplay's storytelling and ensuring its continued relevance and competitiveness in the market. "Through extensive consumer research together with partners, we understand the impact of our storytelling and that it resonates with broad audiences. Our products continue to be relevant, appreciated, and competitive in terms of both quality and price,” he added.