The growth in ad-supported subscriptions has helped Denmark exceed 5 million paid subscriptions for the first time ever.
According to Mediavision’s latest Nordic TV & Streaming analysis, over 500,000 new subscriptions have been added over the past year, signalling a renewed wave of market growth.
As with the other Nordic countries it is ad supported subscription models that are a key driver of the expansion.
More than 25 percent of Danish households now have at least one ad-supported service, an increase of almost 50% from spring 2024.
“Reaching five million subscriptions marks a major milestone for the Danish streaming market,” says Fredrik Liljeqvist, Senior Analyst at Mediavision.
“This growth is largely driven by the rise of ad-supported models, which continue to gain traction across the Nordic region by offering more affordable entry points for consumers.”
The surge is being supported by multiple platforms, including Disney+, Prime Video, SkyShowtime, and Viaplay. While Netflix remains a leading player, its growth in Denmark has been flat year-on-year. As a result, Netflix now shares the top position with local service TV2 Play, a service which was among the first in the Nordics to introduce an ad-supported subscription. This development makes Denmark the only Nordic market where Netflix is no longer the sole leader.
Adds Liljeqvist:“TV2 Play has caught up with Netflix by offering their service both directly to consumers, in bundles, and through ad-supported options — the latter of which Netflix has not introduced in any of the Nordic markets. The broad offering from TV2 Play has clearly paid off, helping the service to reach a shared market lead with Netflix.”
With rising demand for flexible and budget-friendly options, ad-supported models are expected to play an increasingly central role in shaping the future of the Danish and broader Nordic streaming landscape.
