The media sector in the Nordics believes the dominance of Netflix in the region is under threat from new entrants Disney Plus and HBO Max.
The findings come from the Stockholm-based consultancy Mediavision, which has polled stakeholders for a third consecutive year.
Mediavision Industry Outlook 2022 finds a sector that believes growth will continue in 2022. 63% of the respondents believe that household spending on SVOD will increase. However, this is a smaller share than when the question was last asked 12 months ago when 90% believed that spending would increase.
Netflix has had a pole position on the Nordic market ever since it was launched back in 2012, despite significant changes to the competitive SVOD (subscription-video-on-demand) landscape. However, the vast majority (73%) of the respondents believe that one or several players could challenge Netflix’s pole position before 2025.
Disney Plus and HBO Max are considered main contenders, both services have either launched or relaunched in the last two years. HBO added over 635,000 households in the Nordics following the transition from Nordic to Max in Oct 2021 – which put HBO back in the top three of Nordic SVOD services.