Viaplay customers stream 32 hours of video every month | Ratings/Measurement | News | Rapid TV News
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viaplay 11august2017In an indication of why it was the object of a potential purchase by TDC, MTG has revealed that at the end of 2017 each of its Viaplay customers spent an average of 32 hours a month streaming video content, a 25% yearly increase.

In addition, the number of started streams rose 40.5% in the same period, with the total number of Viaplay customers growing 21%. Viaplay original productions were among the most viewed new series in every Nordic country in 2017.

Analysing the strong uptake of service, MTG said that with streaming services increasingly dominating consumer entertainment, three key trends were driving Viaplay customers to watch more content than ever before: original drama; the popularity of football and fighting; the enduring popularity of the big screen.

As regards the former, eight Viaplay original productions premiered during 2017. In every Nordic country, Viaplay’s originals were among the most viewed new series. Hassel was the most watched new series in both Sweden and Finland, while Veni Vidi Vici was the second most watched new series in Denmark. Occupied season two was the second most watched new series in Norway, and ALEX was the second most watched new series in Sweden and the fourth most watched new series in Finland.

In 2017, MTG streamed 50,000 hours of live sport on Viaplay with the most popular live events per country being the Premier League clash on 15 January between Manchester United and Liverpool in Sweden and the Juventus vs. Real Madrid UEFA Champions League Final on 3 June in Denmark. In Norway and Finland, boxing and UFC were the most popular programmes.

Yet perhaps one of the most understated trends regarded the screens on which people were viewing content. Despite a growing trend for increased mobile video uptake MTG found that 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% vs. 61% for mobile by December 2017.

“MTG’s portfolio is continuously evolving to meet changing user preferences and behaviours,” commented head of Viaplay Alexander Bastin. “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.”