I can only wish them luck, it will be interesting to see if this model will be a successful one, since so many similar companies have trouble trudging on. They paid €45 million of licences in 2010 [1], and 2 million subscribers is probably close to €10 million revenue. They also have aggressive advertising.
[1] http://www.ballade.no/nmi.nsf/doc/art2011011911391428493018