Mediavision says the overall household media spend for 2025 shows some optimism for growth.
The Stockholm-based consultancy has published the results of its annual market survey. It found an expectation of largely stable consumer spending, though with a different mix.
Most respondents expect household spend on SVOD to increase, while traditional pay-TV spend was anticipated to decline by 80% of all respondents.
Despite the predicted decline, traditional pay-TV remains the largest media category in terms of household spend in the Nordics in 2024.
By the end of 2024, advertising accounted for approximately 20% of the total Nordic online video revenues. However, with both ad-supported streaming and social video on the rise, this share is expected to increase.
The industry expects ads to grow more than consumer spend for online video in the future – over half of respondents believe the ad share will reach 30% by 2027. 28% of respondents believe the ad share will be even larger, at 40%, in 2027, while 11% believe the ad share will remain stable at 20%.
