Viaplay’s exit from the UK market was not an abrupt decision. It was a calculated move following a period of assessment and realignment of their business strategy.
The Scandinavian company’s initial foray into the UK market was marked by ambitious plans to establish a strong foothold in sports broadcasting.
However, the competitive nature of the UK’s sports media landscape, coupled with the challenges of establishing a new brand in a market dominated by well-entrenched players, led to a reassessment of their position.
The upcoming closure of Viaplay Xtra leaves a void in the semi-free sports broadcasting sector, which Premier Sports could potentially fill again, if they decide to reinstate a channel similar to Freesports – though the closure of Xtra is not a good sign.
For viewers, the exit of Viaplay and the return of Premier Sports could mean changes in how they access their favourite sports content.
The closure of Viaplay Xtra on January 25, will particularly affect those who relied on it for free sports content as part of their Sky or Virgin Media subscription.
For example, this coming week, the channel featured events like the Ultimate Karting Championship, providing coverage of a sport that often receives less attention.
Fans of cricket had access to international competitions such as the Global T20 Canada, which featured renowned cricketers like Chris Gayle and Ravi Bopara, and live La Liga coverage is also regularly available on Viaplay Xtra.
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