The Finnish streaming market showed signs of stagnation in autumn 2025, with the total number of paid subscriptions falling year-on-year despite continued growth in ad-supported tiers, according to Mediavision.
Mediavision estimates total paid streaming subscriptions in Finland declined by 2% compared with the same period a year earlier, driven by a 10% drop in fully paid, ad-free subscriptions.
Ad-supported subscriptions (HVOD) increased by 18%, but the shift in mix was not enough to prevent an overall decline of around 70,000 subscriptions.
Finland stands out as the only Nordic market where growth in subscriptions with ads has not translated into overall market growth, said Fredrik Liljeqvist, Principal Analyst at Mediavision.
The company said the wider viewing transition continues, with online services taking a larger share of video viewing time as traditional TV declines. In autumn 2025, Mediavision puts online viewing at 57% of total video time, including social video. However, it said the online share was broadly stable versus the previous year.
Liljeqvist said the result is intensifying competition in a market that has not expanded over the past 12 months, with services increasingly fighting for existing consumers rather than relying on new subscriber growth.
