As many as 900,000 households in the Nordic region could churn from subscription-video-on-demand services over the next 12 months, according to the consultancy Mediavision.
The risk of churn runs from 13% in Denmark to 16% in Finland, but rather than give up on SVOD, the majority of subscribers will simply be moving to another service.
Mediavision also notes uncertainty over whether or not subscribers should churn. Already the churn rate for SVOD in the Nordic region stands at 21% in a market where finding a household without SVOD is increasingly difficult.
Netflix has the lowest churn, which Mediavision explains is down to its content, and marketing techniques.