After years of strong growth the number of Swedish households subscribing to at least one paid video streaming service is static on 60%.
Stockholm-based consultancy Mediavision says the number of subscribing households has remained unchanged in the last 12 months. Growth in stacking – where subscribers take two or more streaming services – is also diminishing.
Mediavision analysis of the first quarter of 2022 shows that paid video streaming services, SVOD, was modest at just 4 per cent when comparing year over year and quarter over quarter. An average Swedish consumer is paying approximately SEK 220 per month, a modest increase on the year.
“For some time now, we have seen the Swedish market for SVOD services approaching maturity and during Q1 2022, the signs have become increasingly obvious, says Marie Nilsson, CEO of Mediavision. “Several players are now speaking about shifting strategies, and ad-funded services are expected to boost in the coming years.”
Nilsson cites plans by both Disney and Netflix to add paid tiers as the next potential disruption to the market, adding that this week’s launch of Pluto TV in the Nordics will also spur development.
