Quarterly number of Viaplay subscribers 2019-2023, by region

While the number of Viaplay subscribers significantly increased since the international expansion and passed the seven-million-mark at the end of 2022, the amount declined for the first time in the second quarter of 2023. At the end of 2023, roughly 6.5 million people subscribed to the streaming service, with the Nordics being the largest market. Following the loss of its subscriber base, the Swedish video-on-demand platform, owned by the Viaplay Group (formerly Nordic Entertainment Group), announced to downsize its international operations.