TV4 Play lands on VIDAA smart TVs in Sweden

TV4 Play will launch on VIDAA-powered Smart TVs in Sweden later this year, giving viewers direct access to live TV, sports, news and local entertainment from one of the country’s biggest streaming services. The deal expands VIDAA’s Nordic content lineup and deepens its push with local broadcasters.

Why it matters: - The launch gives Swedish viewers another direct way to watch TV4 Play on the TV platform itself, without extra devices or workarounds. - The partnership adds a major local streaming service to VIDAA’s Swedish lineup as the platform pushes deeper into the Nordic market. - The move strengthens access to live TV, sports, news and Swedish originals in the living room.

What happened: - TV4 Play will become available on VIDAA-powered Smart TVs in Sweden later this year. - The app will be available from the VIDAA app store and on the home screen. - V, the company behind VIDAA, is expanding its portfolio of premium local streaming services across the Nordic region.

The details: - VIDAA users in Sweden will be able to access live television, news, sports, entertainment, Swedish originals and on-demand programming through TV4 Play. - TV4 Play is one of Sweden’s leading streaming services, with news, local entertainment and drama productions, international entertainment, live events and sports. - TV4 Play is designed to be easier to discover through VIDAA’s fast, content-first Smart TV experience. - Misha Pracny-Strass, European Business Development Director at V, said local broadcasters remain at the heart of television and that bringing TV4 Play to VIDAA is another step in strengthening partnerships with leading broadcasters across Europe. - David Österlund, Head of Distribution and Partnership TV4, said the partnership makes it easier for audiences to discover and enjoy TV4 in the living room.

Between the lines: - VIDAA is using local broadcaster partnerships to build relevance in specific markets rather than relying only on global streaming brands. - The Swedish launch fits a broader strategy to make VIDAA a gateway for both premium local content and advertising, commerce and technology partnerships. - V cited Omdia data saying VIDAA recorded the largest unit growth among global Smart TV platforms between 2023 and 2025. - VIDAA now powers millions of Smart TVs globally.

What's next: - TV4 Play is set to roll out on VIDAA-powered Smart TVs in Sweden later this year. - The partnership could give VIDAA a stronger foothold with Swedish viewers who want local news, sports and entertainment built into their TV interface. - V is expected to keep expanding its content partnerships across Europe and the Nordic region.