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Nordics SVOD shows enormous growth

March 20, 2018 10.38 Europe/London By Robert Briel

The Nordic market for S-VOD services has grown considerably over the last few years in both subscriptions and revenues.

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.

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Filed Under: Editor's Choice, Newsline, On Demand/VOD, Research, Top Story Tagged With: HBO, Kagan, Netflix, Nordics, Viaplay Edited: 20 March 2018 22:30

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About Robert Briel

Arnhem-based Robert covers the Benelux, France, Germany, Austria and Switzerland as well as IPTV, web TV, connected TV and OTT. Email Robert at rbriel@broadbandtvnews.com.

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