They've already crossed the threshold where this is no longer profitable. The next licencing deal will likely be so expensive, no Norwegian or Scandinavian company could possibly be able to turn a profit from it.
Of course, the CEO of the company has been in the media talking about how IPTV funds criminal networks and such nonsense*, calling for bans, yadda yadda. They're not listening to the market at all. Just using illegal streaming as a scapegoat. And I've decided, as long as this is how it's gonna be, they're not seeing a single dime of my money.
* I find the concept absurd. No matter where we spend our money, some of it ends up with criminals and various other despicable people, who will use it for evil. No one has the ability to prevent this. There's no reasonable expectation in current societal and economic structures for the consumer to somehow keep track of all their money once it leaves their wallet. This is no more the case for IPTV than it is when I buy a burger from some hole in the wall, which unbeknownst to me is a money laundering front. Or when I buy some chocolate and most of the money ends up with some white rich guy and not the children in Africa who harvested the cocoa. The whole argument is so intellectually dishonest and morally pathetic it pisses me off. And I don't even pay for IPTV.