According to analysis by Kagan, a media research group within S&P Global Market Intelligence, SVOD is increasing its share of total consumer spend for subscription-based video entertainment from 18% in 2016 to 22% in 2017. Netflix, HBO and Viaplay dominate in all countries in the region, which we count as Sweden, Denmark, Norway and Finland.
Key takeaways: SPGMI data shows that the Nordic market for subscription-based online video services has grown over the last few years in both subscriptions and revenues, increasing its share of total consumer spend for subscription-based video entertainment from 18% in 2016 to 22% in 2017.
Nordic markets with the exception of Finland demonstrate a significantly higher ratio of SVOD subscriptions to broadband homes than the UK, which represents Europe’s most developed online video market, with penetration rates above 75%. Finland has 89%.
Netflix, HBO and Viaplay dominated services in 2017 in all countries covering the Nordic region. Although Netflix is priced $4-5 above Canada or Brazil, the affordability ratio does not exceed 0.4% – making it affordable for Nordic viewers.
SVOD estimated paid subs in the Nordics have grown 23% on average for Netflix, 24% for HBO Nordic and 19% for Viaplay from 2016 to 2017.
Following a successful year in Sweden with a 90% increase in subscriptions – where it is considered strong competition to Viaplay, C More launched in Finland in early 2017. The company now operates in all of the Nordic countries in this report.