Viewing to Swedish streaming services scaled new heights in 2020, according to the Stockholm-based Mediavision consultancy.
The first quarter of 2020 was characterised by a slowdown in growth of the streaming market, both in terms of subscriptions and viewing. However, as 2020 drew to a close, it became clear the pandemic had a positive effect on the state of Swedish streaming market.
“2020 was, to say the least, an eventful year. We have seen strong growth for video and more people than ever are consuming video online, says Marie Nilsson, CEO of Mediavision. We can also conclude that interest for online video has grown among older people. They now adhere to streaming services like Netflix, Viaplay and Cmore to much greater extent than before.”
Viewing reached a new high during the final quarter of the year with close to 70% of TV households watching online video in an average day. This represents an increase of more than 10% when compared to the same period on 2019.
By the end of the year, just over 2.6 million households paid for at least one subscription to a video streaming service. This also reveals a strong growth, resulting in online video and traditional pay-TV being equally large in terms of paying households. The consumer migration to online in Sweden has been evident since the second quarter.
On average, a Swedish household spends (including both paying and non-paying) approximately SEK 120 SEK (€12) per month for services from Netflix, Viaplay, C More etc.