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While the number of Viaplay subscribers significantly increased since the international expansion and passed the seven-million-mark at the end of 2022, the amount declined for the first time in the second quarter of 2023. By the fourth quarter of 2024, roughly 6.35 million people subscribed to the streaming service. Following the loss of its subscriber base, the Swedish video-on-demand platform, owned by the Viaplay Group (formerly Nordic Entertainment Group), announced to downsize its international operations.