Transactional video-on-demand grew strongly in Sweden during 2022.
Close to 30% of Swedish households have rented or bought content this way an average month in 2022. This is a new record for TVOD in Sweden. In contrast, the number of cinema visits in Sweden remained 5.5 million lower than 2019.
Stockholm-based consultancy Mediavision said during an average month in 2022, 28% of Swedish households rented or bought TVOD content. Compared to 2021, TVOD has grown by 15% to reach a new record level. This also means that household spend on TVOD has increased by nearly 6% compared to 2021
“Although cinema seems to be recovering, it is still far from the numbers before the pandemic. For TVOD, on the other hand, 2022 meant record growth. The fact that many major titles were launched on subscription SVOD services (such as Netflix, Viaplay or Disney) during last year does not seem to have had a negative impact on the development,” commented Marie Nilsson, CEO at Mediavision. “Consumers clearly appreciate the digital rental services and, unlike cinema, they do not seem to think that the supply has been negatively affected by the pandemic.”
The average monthly spend for households that bought/rented video online was SEK 145 in 2022.
