Stockholm-based consultancy Mediavision found that between them Netflix and Amazon hold a share of approximately 40% of all Nordic online video subscriptions.
This compares to the 72% share of the European market as a whole reported by Kagan.
“Netflix and Amazon’s dominant position on the European market, as opposed to the Nordics, can be attributed to several factors,” says Mediavision. “For instance, Amazon Prime Video has not been available on the Nordic market for as long as its competitors. Thus far, Amazon Prime Video make up a minuscule share of Nordic subscribers in comparison to Netflix.”
Local player Viaplay outsizes Amazon Prime Video many times over with its nearly 1.3 million subscribers and its user base has grown rapidly over the last few years.