Every Viaplay customer is now watching 32 hours of content on a monthly basis, according to new figures from parent company MTG.
The figure is a 25 per cent between 2016 and 2017.
MTG said the number of streams started in 2017 increased by 40.5 per cent with the total number of Viaplay customers growing by 21 per cent.
The increase in hours of content watched is driven by three key trends according to MTG:
- Original dramas. Eight Viaplay original productions premiered during 2017. In every Nordic country, Viaplay’s originals were among the most viewed new series.
- Sport. In 2017, MTG streamed 50,000 hours of live sport on Viaplay. Most-viewed events included the Premier League match between Manchester United and Liverpool, and the Floyd Mayweather Jr. vs. Conor McGregor boxing match.
- Big screens. MTG reports viewing on big screens (such as TVs or projectors) surpassed mobile devices for the first time since Viaplay launched in 2011, with a user base of 64 per cent vs. 61 per cent for mobile.
Alexander Bastin, head of Viaplay said: “As a Nordic media house at the cutting edge of innovation, MTG’s portfolio is continuously evolving to meet changing user preferences and behaviours.
"Viaplay is rapidly attracting more customers, and they are watching more than ever before. In parallel, the app for Viafree, our free streaming service in the Nordic region, has been downloaded close to 2.6 million times. It just shows what’s possible when fantastic stories meet the most advanced and accessible platforms in the business.”