Viaplay Group AB Series A (VPLAY-A) fair value: what the stock is really worth
As of Sep 29, 2026: fair value of Viaplay Group AB Series A SEK 2.88, price SEK 2.42, upside +18.9%, quality 38 out of 100. Calculated from audited financials with 26 valuation models and 37 quality factors, updated daily.
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Price vs Fair Value
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Sep 13, 2026.
How to read this chart
60‑month range kr 0.9100 – kr 530.00 · fair‑value band kr 1.64 – kr 4.35 · the kr 2.42 price screens below the kr 2.88 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). Dashed = 300-day average. As of Sep 13, 2026.
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Viaplay Group AB (publ) operates as an entertainment provider company in Sweden, rest of Nordics, rest of Europe, and internationally. The company operates Viaplay, an online video streaming service, which offers live sports, series, films, and documentaries.
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Viaplay Group AB (publ) operates as an entertainment provider company in Sweden, rest of Nordics, rest of Europe, and internationally. The company operates Viaplay, an online video streaming service, which offers live sports, series, films, and documentaries. It also operates advertising-supported TV channels that offer popular series, films and live sports, as well as V sport, V series and V film pay-TV channels that deliver premium entertainment for the whole family. In addition, the company operates radio stations, that are accessible online and through mobile apps. Further, it offers audio streaming services; and content producing services, as well as satellite, IPTV, and broadband services. The company was formerly known as Nordic Entertainment Group AB (publ) and changed its name to Viaplay Group AB (publ) in May 2022. Viaplay Group AB (publ) was founded in 1987 and is headquartered in Stockholm, Sweden.
Stock analysis
Viaplay Group AB Series A (VPLAY-A) currently trades at kr 2.42, while our model-based Fair Value estimate is kr 2.88, implying the stock looks roughly 15.9% undervalued today.
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Valuation
How firm this estimate is: it rests on 3 models at a data quality of 95/100, which puts the evidence level at low.
Scenario range: kr 1.64 (bear) to kr 4.35 (bull), the price of kr 2.42 sits inside it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 38/100 (below-average quality), in the Communication Services sector.
Expensive Growth: The company is growing, but growth may require heavy reinvestment or weak cash conversion.
Viaplay Group AB Series A reported revenue of 17.7B SEK in FY2025 versus 12.7B SEK in FY2021, a compound +8.7%/yr. Reported net income was −1.3B SEK in FY2025.
Key figures
Market cap 11.1B SEK (≈ $1.1B) · P/S ratio 0.55 · EPS (TTM) kr −0.3200 · Net margin −7.2% · Return on equity −52.9% · Return on assets (EBIT) −1.6% · Operating margin 5.5% · Revenue (TTM) 19.8B SEK.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 27 out of 100 (medium confidence).
What moves the price
The share trades about 30% below its 52-week high and 86% above its 52-week low, currently above its 200-day average.
For context, the median of 10 Communication Services peers we cover trades at −3% fair-value upside, at 19%, VPLAY-A screens cheaper than that median.
Fair Value models
Bear kr 1.64Fair Value kr 2.88Bull kr 4.35
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above is their evidence-weighted blend, not the output of a single model.Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds.Evidence ⓘEvidence = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card.24/100
The company is growing, but growth may require heavy reinvestment or weak cash conversion.
Revenue growth 1 year
−4.4%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+4.1%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+8.1%
Start year 2020 (pandemic)
Revenue growth 9 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+3.6%
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Profit margin (trend) ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.
8.8% (2020) → −0.2% (2025)
What shareholders gained per year ⓘWe only publish this rate when it is defensible. Reason: fiscal 2025 is a loss year, no rate is defined from a loss
Compare Viaplay Group AB Series A with another stock
Price, fair value, quality and upside side by side.
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Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Entertainment · 234 stocks
Beats the industry median on 5/8 measures
Overall it ranks above its industry peers.
Valuation
Quality Score38 · Below median
Profitability
Return on assets1.5% · Above median
Net margin (TTM)−7.3% · Below median
Operating margin (TTM)5.5% · Above median
Growth and dividend
Revenue growth27.8% · Top 25%
Balance sheet
Debt / equity2.40× · Highest 25%
Valuation Multiplesvs Entertainment median · lower = cheaper
P/B0.48× · book value is mostly goodwill ⓘGoodwill and other intangible assets are larger than the equity. The book value mainly reflects prices paid for past acquisitions, so we do not rank this P/B against the peer group.
For bloggers, editors and developers: paste this into your site or blog (a “Custom HTML” block in WordPress), it shows the current fair value and links back here. Free, plain HTML, and welcome. Full data streams (CSV/JSON) at /developers.
Cite: Fair Value Calculator (2026). "Viaplay Group AB Series A Fair Value". https://www.fairvalue-calculator.com/stock/VPLAY-A
Frequently asked questions
Is Viaplay Group AB Series A (VPLAY-A) overvalued or undervalued?
As of Sep 13, 2026, our model estimates a fair value of kr 2.88 versus a price of kr 2.42, about +19% upside (undervalued).
What is the fair value of VPLAY-A?
Our model-based fair value for Viaplay Group AB Series A is kr 2.88 (as of Sep 13, 2026), built from audited fundamentals. The current price: kr 2.42.
What is the quality score of VPLAY-A?
Viaplay Group AB Series A has a Quality Score of 38/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for Viaplay Group AB Series A (VPLAY-A)?
Our model-based price target is the fair value of kr 2.88 (as of Sep 13, 2026) from 1 valuation models. Cautious scenario kr 1.64, optimistic scenario kr 4.35. It is a calculation from audited fundamentals, not an analyst target.
What is the Viaplay Group AB Series A stock forecast for 2026?
Our models put fair value at kr 2.88, about +19% upside versus a price of kr 2.42 (undervalued). Cautious scenario kr 1.64, optimistic scenario kr 4.35. The calculation is refreshed regularly with new filings.
What is the revenue of Viaplay Group AB Series A (VPLAY-A)?
Viaplay Group AB Series A reported trailing-twelve-month revenue of about 19.8B SEK (latest available figure, as of Sep 13, 2026).
What is the intrinsic value of Viaplay Group AB Series A (VPLAY-A)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Viaplay Group AB Series A it is kr 2.88 per share (as of Sep 13, 2026), against a price of kr 2.42. It is the blended result of 1 valuation models (cash flow, earnings, asset, dividend).
Is Viaplay Group AB Series A stock overvalued or undervalued in 2026?
As of Sep 13, 2026, VPLAY-A trades below its calculated fair value: price kr 2.42, fair value kr 2.88, a gap of about +19% (undervalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of VPLAY-A?
No. The price is what the market pays today (kr 2.42); the fair value is what the company's own numbers justify (kr 2.88). For Viaplay Group AB Series A the two are kr 0.4575 per share apart. That gap is exactly why we show both numbers side by side.
How much is Viaplay Group AB Series A worth?
The market values Viaplay Group AB Series A at about 11.1B SEK (market capitalisation, as of Sep 13, 2026). Per share that is kr 2.42; our models calculate a fair value of kr 2.88 per share.
What do the bullish and bearish scenarios say about VPLAY-A?
Our models span a range for Viaplay Group AB Series A: cautious scenario kr 1.64, base kr 2.88, optimistic kr 4.35 per share (as of Sep 13, 2026, price kr 2.42). The range comes from different growth and margin assumptions, not from analyst opinions.
How solid is the balance sheet of Viaplay Group AB Series A (VPLAY-A)?
Balance-sheet figures for Viaplay Group AB Series A (as of Sep 13, 2026): return on equity −52.9%, debt of 2.40 per unit of equity. They feed the Quality Score of 38/100, which measures business quality independently of the share price.
How far is VPLAY-A from its 52-week high?
Viaplay Group AB Series A trades at kr 2.42, about 30% below its 52-week high of kr 3.48 and 86% above the low of kr 1.30 (as of Sep 29, 2026). Distance from the high says nothing about value: that is what the fair value of kr 2.88 is for.
Which stocks are comparable to Viaplay Group AB Series A?
From the same area (Communication Services) we also value Netflix, Inc, The Walt Disney Company, Warner Bros. Discovery, Inc, Live Nation Entertainment, Inc, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is Viaplay Group AB Series A stock attractive at the current price?
The data as of Sep 13, 2026: price kr 2.42, calculated fair value kr 2.88 (+19%), Quality Score 38/100, from 1 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of VPLAY-A calculated?
We run Viaplay Group AB Series A through 1 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of kr 2.88, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 14.5 % above its aggregate fair value. Viaplay Group AB Series A currently trades 16 % below its own fair value, and the market average says nothing about that. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of Viaplay Group AB Series A (VPLAY-A)?
The closing price on Sep 29, 2026 was kr 2.42. Our model-based fair value is kr 2.88, about +19% upside (undervalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Viaplay Group AB Series A right now?
The model range is unusually wide (kr 1.64 to kr 4.35). The outcome hinges heavily on assumptions, so read the point estimate with caution. Evidence is limited here (fewer models, shorter history), so the fair value is a rougher estimate than usual.
Key figures of Viaplay Group AB Series A
How large is the market capitalisation of Viaplay Group AB Series A (VPLAY-A)?
The market capitalisation of Viaplay Group AB Series A is 11.1B SEK (≈ $1.1B). The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/S ratio of Viaplay Group AB Series A (VPLAY-A)?
The price-to-sales ratio of Viaplay Group AB Series A is 0.55 (last twelve months). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of Viaplay Group AB Series A (VPLAY-A)?
Earnings per share at Viaplay Group AB Series A are kr −0.3200. Earnings per share over the last twelve months: total profit spread across every single share.
What is the net margin of Viaplay Group AB Series A (VPLAY-A)?
The net margin of Viaplay Group AB Series A is −7.2% (fiscal year 2025). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of Viaplay Group AB Series A (VPLAY-A)?
The return on equity (ROE) of Viaplay Group AB Series A is −52.9% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of Viaplay Group AB Series A (VPLAY-A)?
On an EBIT basis the return on assets of Viaplay Group AB Series A is −1.6% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of Viaplay Group AB Series A (VPLAY-A)?
The operating margin of Viaplay Group AB Series A is 5.5% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Viaplay Group AB Series A (VPLAY-A)?
Revenue at Viaplay Group AB Series A is growing +27.8% versus a year earlier (3y avg +4.1%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at Viaplay Group AB Series A (VPLAY-A)?
Earnings per share at Viaplay Group AB Series A are growing +90.8% versus a year earlier. How much earnings per share grew versus a year earlier.
How much free cash flow does Viaplay Group AB Series A (VPLAY-A) generate?
The free cash flow of Viaplay Group AB Series A is −2.3B SEK (fiscal year 2025). The cash truly left after running and investing in the business, this is what pays dividends and buybacks.
How much net debt does Viaplay Group AB Series A (VPLAY-A) carry?
The net debt of Viaplay Group AB Series A is 5.6B SEK (fiscal year 2025). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
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Thin data
Sep 13, 2026