Viaplay Group and TV3 Group have signed an agreement covering Estonia, Latvia and Lithuania. Starting 1 February, Viaplay's full live sports portfolio in the Baltic region will be sublicensed to TV3 Group's streaming service Go3, with direct Viaplay subscribers in the three countries to be transferred to Go3 during March. On 1 December 2023, Viaplay Group announced its intention to exit the Baltic markets by summer 2025.

The agreement will not impact the previously reported negative cash effect of approximately SEK 2.2 billion relating to Viaplay Group's exit from its non-core international operations over the coming years. Viaplay Group's sports rights in Estonia, Latvia and Lithuania include Premier League, UEFA Champions League and men's national team football, Formula 1, NHL ice hockey and more. All sports content will remain available on Viaplay until the subscriber transfer to Go3 is completed.

Viaplay's original non-sports content will become available on third-party platforms in the Baltic region as and when agreements are signed, either through content sales or Viaplay Select partnerships.