By Jonathan Easton

Nordic Entertainment Group (NENT Group) has announced a multi-year distribution deal with NBCUniversal to become reality streamer hayu’s first platform partner in Poland and Baltic countries.

The service will be made available to Viaplay subscribers in Poland, Estonia, Latvia and Lithuania at no extra cost from autumn 2021.

Hayu’s content offering includes more than 1,000 episodes of hit reality shows such as Keeping Up With the Kardashians, Below Deck, and The Real Housewives franchises. The majority of new hayu shows will premiere on Viaplay on the same day as their US broadcast.

NENT Group Chief Content Officer Filippa Wallestam commented: “Reality formats deliver emotion, drama and fan loyalty that rival content in any category. Globally known hayu shows such as ‘Keeping Up With the Kardashians’ and ‘The Real Housewives’ will find an enthusiastic audience in Viaplay’s four newest countries, where our one-of-a-kind combination of Viaplay Originals, international films and series, kids content and live sports is already shaping an exciting new reality for the streaming market.”

Managing Director, Direct To Consumer – Global, hayu Hendrik McDermott said: “Europe continues to be a key focus in hayu’s ongoing growth strategy and this exciting partnership with NENT Group – our first platform partner in Poland, Estonia, Latvia and Lithuania – makes it even easier for Viaplay subscribers to access hayu’s extensive offering of the best US reality content, ad free.”