Over half of the population in the Nordic countries currently subscribe to one or more streaming video services, according to the Arkena Nordic Video Index report. The report is based on a survey conducted among over 4,000 people from Sweden, Norway, Denmark and Finland, aged 18 or older. Arkena said that 'cord cutting' is continuing, albeit at a more leisurely pace. One in ten Nordic households stated that they will terminate their cable or satellite subscription in favour of web TV services within the coming year.
A growing number of Nordic households used video on-demand as a complement to their linear TV selection, and they are willing to pay for it. The average household spends EUR 19 per month on premium VoD subscriptions.
Arkena said the process is driven by the opportunity to watch whatever one wants, whenever, on whatever screen one wishes. In this context, linear television seems "stiff and uninviting", especially to a younger generation. It is simply not part of their video consumption behaviour and that mindset is beginning to spread. The process is also driven by the streaming companies’ large investments in high quality TV series and serials.
The computer is by far the most frequently used screen for viewing streamed video content, with 45 percent of respondents using the PC, followed by tablets at 25 percent and smartphones at 13 percently. The percentage of people predominantly using the computer has gone down since last year's report.
