You will be redirected back to your article in seconds

NBCU’s Reality Streaming Service Hayu Launches in Three New Territories (EXCLUSIVE)

It’s easier to keep up with the Kardashians in the Belgium, the Netherlands, and Luxembourg after NBCUniversal launched its reality-TV streaming service, hayu, in those countries Tuesday.

The service went live with about 6,000 episodes of unscripted fare from NBCUniversal’s lineup, including “Keeping Up With the Kardashians,” “Made in Chelsea” and “The Real Housewives” and “Million Dollar Listing” franchises. The launch in the three Benelux countries brings to 11 the number of territories where hayu is available. Recent rollouts for the service include in Canada.

“The Netherlands has always been a strong market for reality TV, and we’re really excited about Belgium and Luxembourg as well,” Hendrik McDermott, SVP of branded on-demand for NBCUniversal International, told Variety.

In Benelux, hayu will start out as a direct-to-consumer English-language offering, but NBCU will look for opportunities to align with platform partners the way it has in other territories such as the U.K., where the streaming service is bundled with one of Virgin’s packages, or Australia, where there is a deal with telco and broadband operator Telstra.

“The reality of trying to get these launches out of the door at the speed we’re doing means we are launching without a partner [in the Benelux countries], but will be actively pursuing partnership discussions,” McDermott said. “We already have some underway.”

About 700 to 1,000 hours of content will be added per-year in Benelux, as has been the case elsewhere, McDermott said. As in the U.K. and Ireland, third-party fare is likely to be added to the lineup. Shows launch on hayu on the same day as the U.S. and can be downloaded.

There will be a 30-day free trial in Belgium, the Netherlands, and Luxembourg before a monthly €5.99 ($6.83) subscription kicks in.

The first hayu launches were in Australia, Ireland and the U.K. in 2016, and the service extended its reach to the Nordics a year later. McDermott said that the expansion into international markets, outside the U.S. where there are no plans to launch, will continue apace through 2019 and beyond.

“We have ambitions for this to be a global brand [outside the U.S.]. This has the potential to get there,” he said. “We’re looking at expansion territories for 2019 and will continue to actively evaluate the markets. On top of that we’ll continue to look at incremental partnership relationships in our existing territories.”

More TV

  • Chuck LorreVariety Innovate Summit, Presented by

    Chuck Lorre Talks Streaming Vs. Broadcast, WGA-Agency Battle at Innovate Summit

    With “The Kominsky Method,” Chuck Lorre ventured out of his broadcast comedy comfort zone and took a leap into the world of streaming, an unknown quantity for him. During a keynote conversation at the Variety Innovate summit, held Thursday at the 1 Hotel in West Hollywood, Lorre talked about how making a show for a [...]

  • Jason Segel as Peter, Eve Lindley

    TV News Roundup: AMC Announces 'Dispatches From Elsewhere' Premiere Date

    In today’s TV news roundup, “Dispatches From Elsewhere” starring Jason Segel has been scheduled for a two-night premiere date and Netflix released a teaser for Season 2 of “You.” CASTINGS Briana Cuoco has been cast in HBO Max’s “The Flight Attendant” in the recurring role of Cecilia. The series details the chilling story of a flight [...]

  • Supergirl -- "Crisis on Infinite Earths:

    'Arrowverse' Boss Breaks Down Journey to 'Crisis on Infinite Earths'

    It’s an event nearly 500 hours in the making when the “Arrowverse” and fellow CW superhero series “Black Lightning” collide in the five-part epic crossover event, “Crisis on Infinite Earths.” Inspired by the iconic graphic novel by the same name, “Crisis on Infinite Earths” finds the “Arrowverse” heroes — including Green Arrow (Stephen Amell), The [...]

  • Rich Battista

    Imagine Entertainment CEO Rich Battista Exits After Less Than Four Months

    Rich Battista, the recently boarded chief executive of Imagine Entertainment, has exited his post at the production company after joining but a few months ago in August, Variety has learned. “Rich Battista has left Imagine Entertainment,” said Brian Grazer and Ron Howard, the founders of the company, in a joint statement. “We thank Rich for [...]

  • Lamia Chraïbi Teams With Hicham Lasri

    Lamia Chraibi Teams With Hicham Lasri on Pan-Arab Supernatural Series 'Meskoun' (EXCLUSIVE)

    Lamia Chraibi, a leading producer of daring films from the Middle East and North Africa region, is developing “Meskoun,” an ambitious pan-Arab genre-bending series with Moroccan filmmaker Hicham Lasri (“Jahilya”) on board as showrunner. Chraibi (“Mimosas”) will produce the 14-episode series with her Moroccan banner La Prod, along with Mohamed Hefzy’s Egyptian company Film Clinic, [...]

  • Kevin CostnerKevin Costner, who stars in

    Kevin Costner Sets National Parks Investigative Services Branch Drama at ABC

    “Yellowstone” star Kevin Costner is expanding his television universe to include a whole lot more national parks. Variety has learned that the Oscar winner has set up a one-hour drama project at ABC about the Investigative Services Branch of the National Parks Service. Costner is co-writing the series with showrunner Aaron Helbing and will also [...]

  • The Marvelous Mrs. Maisel

    'The Marvelous Mrs. Maisel' Team on a 'Brand New Chapter' in Season 3

    If Midge Maisel wants to be successful as a standup comedian, her portrayer Rachel Brosnahan says, “she’s going to have to give up her personal life. She’s going to have to go at it alone.” The second season of “The Marvelous Mrs. Maisel” ended with Brosnahan’s 1950s housewife-turned-comic, character getting the opportunity of a lifetime [...]

More From Our Brands

Access exclusive content