When Viaplay decided to expand to the U.S., Canada, and the U.K. that was the easy part. The real challenge lay in getting the various connected TV (CTV) device manufactures to integrate the Viaplay app into their devices. As it is through these CTV devices that the majority of consumers will be exposed to the Viaplay app and subscribe.
Failure to gain carriage on any one CTV platform, particularly one with significant market share in a given market can have major ramifications.
This Insight examines the impact Viaplay’s new multi-year partnership with Roku will have on its reach in the U.S., Canada and the United Kingdom.