Norway has topped the list of the most paid subscriptions in the Nordic region.
A new report says paid streaming subscriptions in the country have reached an all-time with nearly 80% of households now paying for at least one service.
This represents a year-over-year growth of six percent, according to new data from Mediavision’s Nordic TV & Streaming analysis.
Norway is 10 percentage points ahead of the average household penetration with growth coming from both the larger international and domestic players Netflix and TV2 Play and smaller platforms like Prime Video and SkyShowtime also contributing to the surge.
A key factor behind the growth is the rapid rise of ad-supported streaming subscriptions, also known as HVOD (Hybrid Video on Demand). Since spring 2024, the number of Norwegian households using HVOD services has nearly doubled, and now surpasses 650,000.
In addition, bundled streaming services – those included in TV or broadband packages –have seen significant growth. Today, more than 40% of Norwegian households subscribe to at least one bundled service, marking a 20% increase from the same period last year.
“Norway is at the forefront of paid streaming adoption in the Nordics,” says Fredrik Liljeqvist, Senior Analyst at Mediavision.
“The surge in ad-supported subscriptions is a key driver, and we’re also seeing growing interest in bundled offerings – often linked to HVOD services.”
Despite challenges in the market, such as the ongoing Telia-TV2 dispute, consumer demand for affordable and convenient access to streaming remains strong. Mediavision anticipates continued momentum in both HVOD and bundled models.
