Discovery Communications is set to launch its OTT premium streaming service Dplay in Denmark, Sweden and Italy by year-end, as part of a strategic move to expand its reach in new markets and platforms.

Discovery, which owns Eurosport, is also bowing a immersive version of its OTT service Eurosport Player, which is present in 52 markets worldwide. The new version will include simulcast of Eurosport channels on full screen, intuitive channel navigation, more stats and highlights as well as the opportunity to choose your own camera angles. The enhanced Eurosport Player will kick off on June 10, in the run-up to the famed motor race, the 24 Hours of Le Mans.

Dplay’s offer, meanwhile, is an all access pass to Discovery content, ranging from general entertainment to live sports and non-fiction content. It will include such flagship shows as Deadliest Catch (pictured above). Dplay first rolled out in Norway last year and is now available as beta product in Denmark, Sweden and Italy.

“Building on our leadership in pay-TV channels, which are still growing at a strong pace, we are also aggressively launching digital, direct-to-consumer products in key markets, with a goal of reaching one million subscribers by 2017,” claimed JB Perrette, president of Discovery Networks International, who pointed out Discovery currently boasts an average of 10 channels in 220 markets.

“Dplay is Discovery’s second OTT product and we are laser-focused on delivering direct to consumer, multiplatform experiences that offer must see content at a fixed price,” said Dave Schafer, senior VP of digital for Discovery Networks International.