Local Stories ‘in a Nordic Way’? Viaplay’s Attempt at Distinct Streaming in the Swedish Streaming Landscape

Abstract

When Viaplay’s expansion and original’s production collapsed in 2023-2024, competitors acquired Nordic noir series but passed over dramas exploring war experiences and relationship breakdowns. This article examines this selection as indicative of different commissioning approaches. A case study of young adult television suggests that key competitor Netflix’s genre-driven, universalizing approach contrasts with Viaplay’s creator-driven emphasis on social authenticity. Drawing on textual analysis, business reporting and creator statements, the article suggests that Viaplay’s ‘Nordic way’ - personal experience as starting point, everyday realism as aesthetic - offered something distinct that was commercially unsustainable yet culturally significant in the Swedish streaming landscape.