Local Nordic streaming services are outperforming most global platforms when subscription penetration is measured against the amount of content on offer, according to Mediavision.
In its latest Nordic Content Analysis, Mediavision compares total content supply – measured in runtime hours – with household subscription penetration across streaming services available in the Nordics. The study finds country-specific services generate significantly higher household penetration per hour of available content than international rivals, despite offering smaller catalogues.
“Local streaming services outperform globals in terms of household penetration per hour of content supply,” said Fredrik Liljeqvist, Principal Analyst at Mediavision. “This shows that success is not about having the biggest catalogue – it’s about relevance.”
Mediavision said a key driver behind the stronger performance of local services is their higher share of locally produced content, which continues to resonate with Nordic audiences.
The report also points to a shift in strategy among global streamers, with a reduction in the volume of new Nordic programming. Mediavision estimates that the number of new Nordic titles released by global players fell by around 20% in 2025 compared with 2024, extending a decline that has been visible over recent years.
“The pullback from global players is reshaping competitive dynamics in the Nordics,” Liljeqvist said. “Going forward, success will increasingly be determined by how effectively services convert local insight into measurable impact – rather than by how much content they can afford to stockpile.”
