Viaplay Sport wins over winter-sports Sweden – here’s the strategy behind the success
Right then, let's sit down and have a proper chat about what went down this weekend. When Emma Ribom was forced to throw in the towel in Falun – a real cold shower for those of us standing there freezing – my phone pinged instantly. My contacts in production confirm that Viaplay Sport Live pushed the news out faster than any traditional channel. That's no coincidence. It's a calculated strategy to own winter-sports Sweden.
We watch sport – not TV schedules
It's easy to get hung up on rights deals. Sure, they're the foundation. But the real lion's share of the value is created in the user experience. When I chat with the developers behind the latest version, Viaplay: Film, TV & Live Sport - Version 8.23 - iOS, there's one thing they're proud of: the seamlessness. You know, when you're watching the biathlon, and right after the finish line, a thriller recommendation pops up. It's no accident that Viaplay is a combined film, series, and sports service. It's deliberate. They want us to get hooked.
And it works. Just look at the chatter this weekend. Everyone was talking about Ribom's shooting, about the cross-country skiers peaking at the right time. And where did they go for the analysis? Not to linear schedules. They went to Viaplay Sport. My sources point to an explosive increase in engagement – not just in viewing figures – every time there's a dramatic withdrawal or a shock Norwegian result. You log in for the urgent news, but you stay for the ecosystem.
The app that became the hub for Winter Studio 2.0
Let me give you a few concrete points that insiders highlight as crucial for Viaplay Sport Live now winning the market:
- Push notifications with clout: They don't send out rubbish. When they break through the noise, it's because something has actually happened – like a late withdrawal in Falun.
- The archive: Missed the start because of work? No problem. The whole race is up on the Viaplay app within seconds.
- Cross-pollination: They market Premier Sports-inspired documentaries between broadcasts. It ties the whole sporting year together.
This isn't rocket science, but it does require the courage to prioritise away from old-fashioned TV production. And that's exactly what they've done.
The unsung hero behind the scenes: The Premier Sports model
Now, let's not forget the commercial side of things. I often hear people ask where the line is drawn with international players like Premier Sports. The truth is, they're not a threat, but rather a source of inspiration. Premier Sports has shown that you can make serious money by niching down hard on specific leagues. What Viaplay is doing, according to my production contacts, is applying the same logic – but on a larger scale. They niched down on us up north, on winter sports. And now they're reaping the rewards as we enter the most intense period of the season. Remember where you heard it first: this winter's viewing figures are going to go through the roof.