The transition to digital has continued in the Nordic market during the first half of 2021.
The trend is true across audio, text and video with some 75% of the region, representing 9 million households now subscribe to a digital media service.
In a newly republished report, Stockholm-based consultancy Mediavision says video has the highest household penetration with more than 6.5 million digital subscriptions and continued growth during the pandemic. It’s closely followed by music and audiobooks with 6 million households. Text is the smallest at 2.3 million subscribers.
“Households that already subscribe to a digital media service are more prone to subscribe to other types as well”, says Marie Nilsson, CEO of Mediavision. “We consider growth of the overall digital media “stacking” as essential going forward. Mediavision believes that this also will pave the way for more of convergency strategies. In a maturing market, this could be one way to boost growth. Right now, there are several examples of this, for instance the co-operation between Spotify and Storytel. Or as seen in the US, Amazon Music including 6 months access to Disney Plus.”
The average Nordic household has 2.5 digital subscriptions with streaming video, like Netflix and Viaplay, taking the largest share.