European streaming service and subscription-based broadcaster Viaplay has made significant changes to its senior leadership team and has switched to a new operating model as it looks to mitigate an economic downturn.

The new structure, “a Nordic country-based operating model”, will be based around country management teams, who will have full responsibility for the day-to-day operation and strategic development of their businesses.

This will cover sales, costs, profitability, cashflows, content, marketing, and people operations.

Viaplay, available in 13 markets (the US and Canada being the latest), holds rights to a range of top-tier sporting rights, including from the worlds of soccer, US franchise sports, motorsport, and rugby union.

Viaplay has said the changes will “enable improved operating efficiency and performance [and] sharpen the group’s focus on the development of market-relevant product offerings.”

Earlier this month, Jørgen Madsen Lindemann was announced as the new chief executive at Viaplay after the resignation of previous incumbent Anders Jensen.

Lindemann will also be interim chief exec for Viaplay’s operations in Sweden and Finland while a search is conducted for a permanent appointment in those territories.

Other appointments include Lars Bo Jeppesen as chief executive of Danish and Icelandic operations; Kenneth Andresen as interim chief executive for Norway; and Peter Nørrelund (who left Viaplay in April only to return a few weeks ago) as head of the group’s operations in the Netherlands, Poland, the Baltics, and the UK.

Nørrelund will combine this position with his other role as executive vice president and chief sports and business development officer.

The new operating model will take effect from July 1 (Saturday), and the financial impact of these changes will be disclosed as part of an update on or before July 20, when Viaplay’s Q2 results will be announced.

Jensen’s resignation came after the media and entertainment firm downgraded its business forecast for this year and warned of a downturn in television and radio advertising markets.

At the time, Viaplay said this was due to “sharp and rapid deterioration in the television and radio advertising markets.”

It added that “the rising cost of living is resulting in lower [direct-to-consumer] streaming and wholesale linear subscription sales, as well as higher churn levels following price increases.”