Viaplay advertising growth hits 0.2% as linear TV revenues decline

The stagnation in total ad revenue underscores the difficulty of modernizing legacy broadcast portfolios. While digital and addressable inventory is scaling, the pace is barely sufficient to cover the double-digit erosion of traditional linear spots. For the broader ecosystem, this signals that even premium sports streamers cannot rely on advertising alone to bridge the gap during major structural shifts. Competitors in the Nordic and European markets are watching closely as Viaplay divests international assets to shore up its balance sheet. The key indicator to track is whether the Dutch divestment proceeds and subsequent Allente synergies can lower leverage enough to sustain expensive sports rights renewals through 2028.

The pressure on European linear advertising is widespread, with major broadcasters reporting similar structural headwinds. Per Reuters in November 2025, RTL Group lowered its annual profit forecast as TV advertising revenue in core markets like Germany and France fell 7.4%, even as its streaming revenue jumped 26.6%. This trend highlights a broader European rebalancing where digital gains are frequently cannibalized by legacy declines. High market saturation is also complicating the pivot; per C21Media in March 2026, research from Ampere Analysis suggests OTT penetration in Western Europe reached 139% by 2025, indicating that most household growth now relies on stealing share rather than expanding the market.

Viaplay’s retreat to its Nordic core follows a period of rapid international expansion that strained its financial position. The July 2026 agreement to sell its Dutch operations to DPG Media's Videoland for EUR 142 million is the latest step in this consolidation strategy. According to Broadband TV News in July 2026, the deal gives Videoland its first major live sports portfolio, including Formula 1 and Premier League rights. Meanwhile, Viaplay is doubling down on its home territory, extending its Nordic NHL rights through 2031, as reported by Sportcal in May 2026. This focus is intended to maximize the value of the Allente satellite integration, which management expects to deliver up to SEK 400 million in annual synergies starting in 2027.