The number of Nordic households subscribing to video on demand services rose by 800,000 between spring 2018 and spring 2019 to 5.8 million homes, according to consultancy Mediavision. This is a penetration rate of 52 percent in the region. The number of streaming subscriptions was approximately 10 million, as some households sign up for more than one SVoD service and as providers offer new packaged deals.
Nordic SVoD households subscribe to 1.7 services on average. The increasing number of subscriptions can partly be explained by new forms of service packaging. For instance, telecom operators offering streaming services bundled with traditional TV or broadband is becoming more common. Operators’ sales of buy-through streaming has increased significantly since last year.
Mediavision CEO Marie Nilsson said the online video market in the Nordic region is moving towards maturity and penetration is already high in an international comparison. Even so, as new services will launch in 2019 and 2020, Mediavision expects the market there to keep growing. Consumers are gradually increase their spending and it has become more and more apparent to them that the best and most attractive content is found among these services, Nilsson added.
Mediavision surveys 6,700 respondents between the ages 15 to 74 every six months in the Nordic region.
