Over half of the population in the Nordics currently subscribe to one or more streaming video services, such as Netflix and HBO Nordics.
Movies and TV series are the most popular and the computer is still our favourite device for watching. These are just some of the findings from the newly released Arkena Nordic Video Index report..
The report is based on a survey conducted with over 4,000 people from the Nordic countries, Sweden, Norway, Denmark and Finland, 18 years old or above.
The report clearly shows that cord cutting is continuing, although in a somewhat more leisurely pace. One out of ten of the Nordic households stated that they will terminate their cable or satellite subscription in favor of web-TV services within the coming year.
A growing number of Nordic households are using video on-demand services as a complement to their linear TV selection, and they’re willing to pay for it. The average household spends €19 per month on premium video on-demand subscriptions.
“The possibility to watch whatever you want, whenever you want and on what screen you want are the biggest attractions of the Internet-TV-services. In that context, linear television seems stiff and uninviting, especially to a younger generation. It’s simply not part of their video consumption behavior and that mindset is beginning to spread. The process is driven on by the streaming companies’ large investments in high quality TV-series”, said Jesper Arenhill, commercial lead and marketing manager at Arkena.
The computer is still by far the most used screen when it comes to watching streamed video content. 45% of the respondents use the computer, followed by tablets, 25%, and smartphones, 13%. The percentage of people that predominantly use the computer has gone down, compared to last year’s report.
“You often hear that the computer has already lost the battle against tablets and smartphones, but that’s really not the case, at least not just yet, according to the report”, said Arenhill
The Nordic Video Index report also shows what features we value the most. A high video and sound quality, together with an attractive content selection, are by far the most important according to the respondents.