Observed Signal · Apr 23, 2026 · Earnings Report · Source: VideoWeek · Impact: 4/5 · Sentiment: Positive
Sports Drive Viaplay's Streaming Growth
Nordic broadcaster Viaplay reported Q1 streaming subscription revenue growth of 7.9% year-on-year, contributing to a 0.1% uptick in overall revenue, according to its Q1 earnings. The company said average revenue per user (ARPU) rose year-on-year across both direct-to-consumer (D2C) streaming and business-to-business (B2B) offerings, which Viaplay attributes to increased uptake of its premium sports packages. Recent rights deals cited include the Premier League, UEFA Champions League, Formula 1 and the NHL, plus regional winter sports and handball. A recent transaction giving Viaplay full ownership of satellite provider Allente shifted the Q1 subscription mix modestly back toward traditional pay TV (non-streaming SEK 2.18bn vs streaming SEK 2.12bn). Organic advertising sales fell about 1%, with digital and hybrid ad formats growing but not fully offsetting weaker linear ad revenues.
Q1 earnings reveal streaming growth, ARPU increases driven by premium sports rights and a changing subscription mix after the Allente acquisition; this affects CTV/streaming supply, subscription monetization and advertiser demand across European video markets.
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Key Takeaways & Evidence Grounding
- Viaplay's streaming subscription revenues rose 7.9% year-on-year in Q1 2026.
- Overall revenue grew 0.1% year-on-year in Q1 2026.
- Non-streaming subscription revenues were SEK 2.18 billion in Q1, streaming subscription revenues were SEK 2.12 billion in Q1.
- Viaplay's ARPU increased year-on-year for both D2C streaming subscriptions and B2B offerings; company attributes growth to uptake of premium sports packages.
- Organic advertising sales declined 1% in Q1, with digital and hybrid ad sales increasing while linear TV ad sales fell.
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DIRECTV Adds CW to MySports Sports-Only Streaming Package
DIRECTV has expanded its MySports Genre Pack, a lower-cost sports-focused streaming package, by adding local CW affiliates at no extra charge. The change, effective this week, provides direct access to the local CW station in markets where the network is carried, instead of relying solely on secondary pathways through other included services. MySports launched in early 2025 as a streamlined alternative to fuller Signature packages, priced at $64.99 per month after introductory discounts. The package includes over 20 sports channels plus ESPN Unlimited. Local ABC, CBS, Fox, and NBC affiliates were already included. CW affiliates carry live sports like ACC college football, NASCAR, WWE NXT, and select Pac-12 contests. The addition simplifies access and fills a previous gap. Availability depends on market and service address. The package remains cheaper than broader Signature tiers, with optional add-ons like MyHome Team mini-pack for regional sports networks and MySports Extra for NFL RedZone.
SRF broadcasts full football matches on TikTok and YouTube
Swiss public broadcaster SRF is now simulcasting full football matches on TikTok and YouTube, including the Nations League match between Switzerland and North Macedonia and select Super League games. This moves beyond short clips, offering complete live broadcasts on these platforms simultaneously with traditional TV. The SRG holds extensive social media and online rights covering these broadcasts, but streams are restricted to Switzerland. While SRF doesn't publicly disclose viewership numbers, it reports satisfaction with reaching younger audiences. Commercially, the additional reach yields no direct revenue, though it's legally permitted to include TV ad breaks in these streams. These views aren't included in official TV metrics by Mediapulse, hence not in Admeira's pricing. SRF views TikTok as strategically important for engaging younger demographics, and since July, the main Tagesschau broadcast also airs live on YouTube.
Walmart's Vizio Bets on MrBeast, Holiday Films for Streaming
Walmart-owned Vizio is significantly investing in its free ad-supported streaming service, WatchFree+, to boost advertising opportunities for brands. The company announced new content partnerships with major studios including MGM, NBCUniversal, Disney, A&E, and A24, and will add creator-led channels from digital personalities such as MrBeast, Hot Ones, and others. Vizio is also producing its first original feature-length holiday film, 'Jingle Bells Wedding Bells,' starring Rachel Bilson and Scott Foley, with GEICO as presenting sponsor. These moves aim to attract high-income viewers and Walmart's suppliers and marketplace sellers to advertise on the platform. WatchFree+ has grown to reach 27 million devices, a 25% year-over-year increase, with viewing hours up 58% year-over-year.
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