Viaplay F1: Streaming service comes with special subscription as ‘flexible solution’

Viaplay has announced more about its future plans. The Scandinavian streaming service that broadcasts Formula 1 here in the Netherlands will come with a special, cheaper subscription.

After releasing the figures for the first quarter of this year, Jørgen Madsen Lindemann, the president and CEO of the Viaplay Group, came forward with plans to improve the streaming service. He said there was still good value for money despite the recent price increase, stating that customers now had to pay more to guarantee the creation of new content. The costs for this content are said to have risen faster than their revenues in recent years due to competition, underlying inflation and persistent adverse currency fluctuations. In addition, Lindemann also wants to tackle account sharing even harder, after previous measures proved successful. The Dane wants to prevent illegal distribution of Viaplay content and put a stop to ‘unfair’ practices by customers.

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New type of subscription

Viaplay has owned the broadcast rights for Formula 1 since the beginning of 2022. Before August 1 of that year, a subscription to the streaming service in the Netherlands still cost €9.99 per month. It was increased to €13.99 per month that summer. The rate increased again in February 2023 and currently a subscription costs €15.99, but this will become €17.99 per month from next May. The annual subscription was abolished. However, a free option has been added in the form of Viaplay TV, after joining forces with Talpa. SBS9 was transformed into Viaplay TV and shows a number of Formula 1 sessions live and races as replays, although with advertising.

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Lindemann could reveal that a new streaming package will be introduced this summer. This will also show advertisements, unlike the ‘normal’ subscriptions, but we can therefore assume that it will also be a cheaper subscription. Viaplay calls it a “flexible solution” that it wants to offer to customers for those who want to see everything live, but cannot or do not want to spend €17.99 per month. Exactly how much this special subscription will cost and from what date this streaming package will be available this summer will be announced later.

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