New launches including Disney+ have encouraged Swedes to take out 350,000 new subscriptions to video-on-demand services over the last 12 months.
An analysis of the market by Stockholm-based consultancy Mediavision found the overall number of households that subscribe to SVOD services has remained largely unchanged. It means the growth comes entirely from stacking, the practice where subscribers add additional services from a variety of providers.
Disney, which has been available for a little over a year, accounts for around half of the growth.
“These findings demonstrate that there is a strong demand for new and attractive services, despite household penetration remaining stable. It is still possible to successfully establish a new brand in the Swedish streaming market. However, Mediavision’s analysis points to these services currently creating growth in “stacking”, rather than penetration,” comments Marie Nilsson, CEO of Mediavision.
Nilsson ads the competitive pricepoints at which the services launch mean that adding a second was an easy financial decision.
Netflix is the most popular service in Swedish households, followed by Viaplay and Disney+. Netflix dominates in households that only subscribe to one service, but combinations of Netflix, Viaplay and Disney Plus are the most common in households with more subscriptions.
