The number of paid streaming subscriptions in Finland has doubled since 2018, according to Mediavision.
The Stockholm-based consultancy’s latest analysis of the Finnish TV and streaming market says there is an intense competition between global and domestic services.
There are over three million streaming subscriptions in Finland with over 60% of households subscribing to at least one paid streaming service. This is considerably lower than in the other Nordic countries, where the household penetration averages around 70%. This suggests room for further growth also in Finland.
Netflix is the single largest paid streaming service in Finland, with approximately 800,000 paying households. However, its market share has declined in recent years as services such as Disney+ and Prime Video are growing at a faster pace than the incumbent.
“The Finnish TV and video market is increasingly heading towards streaming, largely driven by the global streaming companies”, says Fredrik Liljeqvist, senior analyst at Mediavision. “But we also see that the social media platforms play an increasingly important role. Video consumption on these platforms has surged in recent years. This further intensifies competition, forcing services to adapt to changing audience behaviour.”
Nordic media companies are also actively strengthening their positions in streaming. Schibsted’s recent acquisition of Telia Company’s TV & Media business, including Finnish TV company MTV, is an illustration of this.
