Pluto TV launches in Sweden, Denmark and Norway

Paramount’s Pluto TV, a free ad-supported streaming TV (FAST) service, has turned up service in the Nordics in partnership with local broadcaster Nordic Entertainment Group.

The service is live in Sweden, Denmark and Norway, and kicking off with 70 unique and locally focused channels in each country.

Rather than go it alone, to expand into the new locations Pluto TV is combining with a local ad-supported video on-demand (AVOD) service Viafree. It marks a first for Pluto TV in terms of integrating with a local AVOD. Once the combined product launches, Viafree is set to be phased out as a standalone service.

President and CEO of Paramount’s streaming division Tom Ryan said in a statement that the Nordics launch brings Pluto TV another step closer to its mission of entertaining the planet.   

“Forging this alliance with a respected leader like NENT further demonstrates the type of bold innovation we are employing to advance our global footprint,” Ryan continued. “The union of Pluto TV and Viafree delivers the best of both worlds, debuting a frictionless and free streaming destination with something for everyone.”

Pluto TV is now available in more than 30 countries and territories and Paramount wants to follow a similar format what it’s doing in the Nordics with NENT as it looks to expand the service further.  

Paramount’s International Networks of Studios and Streaming President and CEO Raffaele Annecchino said the partnership with NENT “will serve as framework as we continue to expand Pluto TV throughout Europe and in new continents, including Australia and Africa, bringing this strategic model of free streaming to the world.”

It echoes comments made by Paramount CEO Bob Bakish on the company’s earnings call, where it said NENT will bring local content and ad monetization capabilities, while Paramount brings the streaming platform along with global content for Pluto TV.

“We believe this will be a compelling growth model and we see more like this to come as we work with local broadcasters in markets where we don’t have a broadcast presence,” Bakish said during Q1 earnings, regarding the NENT partnership and Pluto TV Nordics launch.

With a focused push to expand Pluto TV and Paramount+ internationally, Paramount this week elevated new leaders to spearhead the effort, including Olivier Jollet as EVP and international GM of Pluto TV. In his new role he will lead a coordinated approach to continue to expand the FAST service outside of the U.S, overseeing divisions including ad sales, content, distribution, data and operations. 

Bringing live sports international

In addition to local content from Viafree and curated Pluto TV content, the FAST service for the first time internationally will offer live sports.

Leading MMA organization Bellator MMA will have a dedicated channel streaming all 2022 fights exclusively in the Nordics. Starting Friday, June 24, many fights will be streamed live, along with bonus and library content. Pluto has also partnered with World RX to offer all 2022 live events and library races from the FIA World Rallycross Championship. That will be available via a dedicated channel in Norway and Denmark starting July 1, while Sweden will see the first live event on the 24/7 rallycross channel on July 2.

There’s also some exclusive content in the lineup, through a partnership with MTV for an exclusive premiere in October of an MTV Unplugged performance by Swedish band Mando Diao recorded in Stockholm.

Pluto TV is available for free in the Nordics and can be accessed via the Pluto app for Apple TV, Android TV, Samsung and LG devices, and App Store and Google Play apps. In June Chromecast and Amazon Fire TV will be available.