The market for SVOD streaming services in Sweden grew in the first quarter of 2023, following a marked slowdown in 2022.
Analysis by Mediavision indicates the reason for the shift is down to the bundling of subscriptions with pay-TV packages.
The consultancy says streaming services in Sweden increased by 9% in the first quarter, compared to the same period in 2022. Almost 70% of households in Sweden have at least one paid-for streaming service, either as a stand-alone subscription or bundled with another service.
Bundled subscriptions increased by a significant 15% in Q1 and are now found in every fourth household.
“Bundled offers have developed rapidly, with an increasing number of offerings from more TV operators. We now see that these packages are also attracting brand new households, which previously did not have paid streaming services. There are many indications that this trend will continue, as it has driven both increased access and market turnover,” says Marie Nilsson, CEO at Mediavision.
Telia and Tele2 are both running bundled offers that are typically less expensive that when bought together.
