United Group was formed in 2007, as a Luxembourg-registered multinational entity, in a merger of Serbia Broadband (SBB) and two companies named Telemach, one in Slovenia and the other in Bosnia and Herzegovina.

[4][5] In 2013, the group started its worldwide OTT platform, NetTV Plus, through which it provides Pay TV and landline telephony services to the former Yugoslav diaspora.

As the group’s distribution platforms developed extensively throughout the region, the next step was entering the content and advertising sales business, today represented by United Media.

In March 2014, United Group was bought by Kohlberg Kravis Roberts, a leading global investment firm with headquarters in New York, and U.S. 94.3 billion in assets under management.

[8] In September 2018, a British private equity firm BC Partners began the process of acquisition of the majority stakes of United Group from KKR for an enterprise valuation of 2.6 billion euros.