Peter Nørrelund, sports chief at Viaplay, has acquired 770,000 shares in the streaming group for a total of SEK 1 million, according to filings in the Swedish Financial Supervisory Authority's insider register.
The transaction, reported by Nyhetsbyrån Direkt, represents a significant vote of confidence from a senior executive within the company's sports division.
Insider purchases are often viewed by market participants as a positive signal regarding management's outlook on future performance and valuation.
Viaplay continues to navigate a competitive European streaming landscape, with sports content remaining a key differentiator for the platform.
The acquisition by Nørrelund underscores the strategic importance of the sports portfolio to the company's overall value proposition.
Investors will monitor whether this insider activity coincides with broader market sentiment shifts or upcoming corporate announcements from the Stockholm-listed media group.