Regional players in Europe: Viaplay: Original Crime Series as Transcultural Nordic Identity Construction

The pan-Nordic streaming service Viaplay proves that it is possible to challenge Netflix’s regional market dominance through an evocation of transcultural Nordic identity. Viaplay holds a threshold position as an entirely commercial player on the market, but through public funding and collaboration with public service broadcasters, the service also embraces traditional public service values in the available TV series. Even though Viaplay works from a pan-Nordic perspective, the service still requires a localized branding of seriesfor the Nordic countries.