Figure 1
Originals gone missing. In the annual report for 2021 Viaplay Originals has its own confident page: ‘NENT Group has developed a catalogue of exciting and award-winning Nordic and international dramas, documentaries, comedies, films, animations and reality shows over a number of years. 46 Viaplay Originals premiered in 2021 […], with a further 70 planned for 2022. 5 of the top 10 most watched programmes on Viaplay in 2021 were original productions. The number of minutes watched of Viaplay Originals increased by 53% in 2021. Viaplay has already commissioned new original productions in local languages in the international markets where Viaplay is launched, and this list will continue to grow.’ (4). The 2024 report has no page for Viaplay Originals but the cover illustrates what is left – sports and reality programming – in a subdued, barely visible manner. Still, Jørgen Madsen Lindemann’s CEO statement sees it from the bright side: ‘We focused on local, relevant and commercial formats that have proven to engage broad audiences across multiple platforms, combined with the most impactful and captivating international scripted formats. Audiences across the Nordics have been captivated by the drama of Paradise Hotel, entertained by the participants of Charter Fever, inspired by the strategies and survival skills of the Robinson Expedition, and drawn into long-standing favorites such as Master Chef, Wanted and The Luxury Trap. This fantastic entertainment, combined with top-class Hollywood films and series, beloved children’s content and carefully selected in-house drama series, helped make our content even more engaging, competitive and commercially relevant in 2024.’ (7). It is a stark contrast to the earlier expansive optimism.
Figure 2
Key art for the first six Viaplay-productions acquired by competitors. Netflix: Ronja the Robber’s Daughter (2024), The Åre Murders (2025). Prime Video: Jana – Marked for Life (2024), Paradise City (2025). SkyShowtime: Veronika (2024) and End of Summer (2024). Four of the images are Nordic noirs where female protagonists visually dissolve into their landscapes, suggesting inner disintegration. The exceptions – Ronja’s children’s fantasy and Paradise City’s near-future dystopian action – stand apart in both genre and aesthetics. Posters accessed by the author from marketing made available at and by Netflix, Amazon Prime Video and SkyShowtime respectively.
Figure 3
Five series other streamers passed over when Viaplay first sought to monetize its content late 2023 and into 2024. Börje – The Journey of a Legend (2023), A Life’s Worth (2025 – not yet released in Sweden), Scenes after a Marriage (2026 – not yet released in Sweden), The Meaning of Life S2 (2025) and Threesome S2 (2024). Posters accessed by the author from marketing made available at and by Viaplay, Arte, Viaplay, Viaplay and SVT respectively.
Figure 4
Poster and trailer place Young Royals in a boarding school – extremely unusual in Sweden – narrating a story of romance across the divide, between prince Wilhelm and Simon, the son of an immigrant working class single mom. A seemingly tight friendship, based on protocol rather than genuine affection, forces aristocrats together while keeping others out, whereas Simon’s circle of friends and family appear closer and freer. Poster and screenshots created by the author from the series’ trailer made available at and by Netflix.
Video 1
Trailer for Young Royals, Netflix, S1, 1 July 2021.
Figure 5
Barracuda Queens offer generic pleasures – heist, true crime, feminist ethos, upper-class period distance – rather than a realistic dramatization of contemporary Sweden. Yuppie-era settings are exclusive and upper-class where, however, the young female friends feel a bit purposeless. Typically, when the landscape is shown, it comes with a police car in the rear-view mirror. And when the series references ’inspired by true events’, the true events have been significantly re-interpreted and complemented with dramatic invention to serve quite a different story. Poster and screenshots created by the author from the series’ trailer made available at and by Netflix.
Video 2
Barracuda Queens, Netflix, S1, 5 June 2023.
Figure 6
The poster and trailer to Thunder in My Heart (2021) show main character Sigge across everyday, modest suburban settings where shifting relations with friend/wannabe boyfriend, family, friends and ex-boyfriend matter more than a tight plot – prioritizing emotional exploration over narrative-necessitated characterization. Poster and screenshots created by the author from the series’ trailer made available at and by Viaplay.
Video 3
Trailer for Thunder in my heart, Viaplay, S1, 7 July 2021. Watch the video here.
Figure 7
The first and last images of Threesome’s (2021) trailer are close-ups: first Siri and David united in amber-toned, intense and joyful lovemaking, then divided in muted colours, each saying but not believing, ’I love you’. The flushed, sensually shot threesome is intercut with Siri running in overcast light, shocked and distraught, marking the disruption that will be explored throughout the series. Poster and screenshots created by the author from the series’ trailer made available at and by Viaplay.
Video 4
The trailer to Threesome, Viaplay, S1, 29 August, 2021.