More than half a million paid VOD subscriptions have been added on Denmark over the last 12 months, according to the consultancy Mediavision.
In newly released analysis on the Danish TV and streaming market, Mediavision says there are over 4 million paid subscriptions in the country.
Household penetration for SVOD, which includes TV2 Play, Viaplay and Netflix, now stands at 66%. The figure is higher than any other country in the Nordic region.
On average, a Danish household with SVOD pays for 2.5 video streaming services, meaning the level of stacking is unchanged compared to autumn 2021.
“Despite threats of a weakened economy, Mediavision’s analysis points at a strong position for SVOD also in 2023. Danish households value their streaming subscriptions highly, with no obvious plans to cut back on that expenditure yet,” comments Marie Nilsson, CEO, Mediavision. However, this could change rapidly if the situation takes a turn for the worse.
HBO Max has seen the highest growth over the past 12 months as its household penetration has increased by 67 percent. It should be noted that the strong growth is partly attributed to the re-launch from HBO Nordic to Max last year. The biggest paid services in Denmark are Netflix, TV2 Play and Viaplay.
