Hendrik McDermott, Svp of branded on-demand for NBCU, told Variety that the service will roll out in Norway first before hitting Finland, Sweden, and Denmark by year’s end. McDermott is expected to announce the news Thursday at the Ibc media technology conference in Amsterdam.
Hayu carries programming on the same day as the U.S., which usually makes dubbing and subtitling a logistical as well as costly challenge. But English is widely spoken in the Nordics, so the content does not need to be re-versioned.
“We launched deliberately in the U.K., Ireland, and Australia because of the affinity for reality TV [and because] they are English-speaking markets and have the streaming infrastructure,” McDermott said. “The Nordics tick all the same boxes. They