NENT Group taps Parrot Analytics to power global content intelligence for international expansion

20 January, 2021

NENT Group extends competitive edge through global TV demand insights

Stockholm (January 21, 2021) – As it readies the rollout of its Viaplay streaming service to ten international markets, Nordic Entertainment Group (NENT Group) has tapped global content analytics leader Parrot Analytics to understand audience preferences better in Viaplay expansion markets around the world. Specializing in global audience demand measurement, Parrot Analytics has extended its agreement with NENT Group to help the Nordic region’s leading streaming company localize its customer content offerings, increase its ability to attract new subscribers with country-specific demand insights, and to quantify additional growth opportunities.

“We want to become the European streaming champion and partnerships will be essential in making this vision a reality,” said Filippa Wallestam, EVP and Chief Content Officer, NENT Group. “The market and audience demand intelligence we get from Parrot Analytics will help us expand effectively into new territories by providing compelling consumer offerings tailored uniquely to each region.”

Available today in Sweden, Norway, Denmark, Finland, and Iceland, Viaplay is the leading on-demand premium video streaming service in the Nordics. Viaplay offers a unique combination of films and series, kids content and live sports, along with acclaimed original productions such as crime thriller series Partisan, which won best series at the 2020 Canneseries event, and the comedy drama hit Love Me. The service will launch in Estonia, Latvia, Lithuania, Poland and the US in 2021, and in five further markets by the end of 2023.

“Competition is intense and innovation is fierce in the TV industry right now,” remarks Steve Langdon, Regional Director, Parrot Analytics. “Every launch region has to have a very tailored content strategy to realize a competitive edge. By pinpointing the specific content that audiences want in each country we are helping NENT Group find that edge. We look forward to continuing our strategic partnership with the forward-thinking team at NENT Group as they expand Viaplay into new markets.”

About Parrot Analytics

Parrot Analytics is the leading global content demand analytics company for the multi-platform TV business. With the world’s largest TV audience demand datasets, the company currently tracks more than 1.5B daily expressions of demand in over 100 languages from 200+ countries. With Parrot Analytics’ DEMAND360 platform, everyone from individuals to global media powerhouses can access tools to help better understand the global demand for content across all platforms, as well as drive better production, distribution, acquisition and marketing decisions, and in-creased subscriber growth and retention. The company has offices in Los Angeles, New York, London, Mexico City, São Paulo, Sydney and Auckland. Connect with us on YouTube, LinkedIn and Twitter. For more information, see

For Parrot Analytics, contact:

Samuel Stadler

+1 310 651 8158


About NENT Group

NENT Group is the Nordic region’s leading entertainment provider. We entertain millions of people every day with our streaming services, TV channels and radio stations, and our production companies create content that is experienced around the world. We make life more entertaining by telling stories, touching lives, and expanding worlds - from live sports, movies and series to music and original shows. Headquartered in Stockholm, NENT Group is listed on Nasdaq Stockholm.

For NENT Group, contact:

Nicholas Smith

+46 73 699 26 95

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