More than two million streaming subscriptions have been added in the Swedish market over the last 12 months, according to Stockholm-based Mediavision.
The consultancy says Swedish households now have over nine million streaming subscriptions with the growth being boosted by the arrival of ad supported subscriptions.
Streaming services that are partially funded by advertising offer consumers a lower monthly cost. As more streamers have offered such a subscription, 25% of consumers have taken them up on the offer. Streaming services bundled via TV and broadband operators have also shown strong growth over the past 12 months.
“The new, cheaper, partially ad-funded subscriptions have contributed to significant growth in the Swedish streaming market over the past year,” says Fredrik Liljeqvist, Senior Analyst at Mediavision. “t is clear that these cheaper subscriptions have led many households to acquire more services, and that advertising will become an increasingly common part of the streaming market.”
Both global and local services are growing during the first quarter. Netflix now has over 1.8 million subscribers in Sweden, making it by far the largest service in the Swedish market. Local players, such as TV4 Play, are also growing, with ad-supported subscriptions clearly driving the development.
