Global services now account for nearly 55% of all video viewing in Norway, according to new research from Mediavision.
The firm says Norway is seeing the fastest shift away from traditional TV viewing in the Nordics, with average daily linear TV viewing more than halving since 2017.
Growth is being driven by online and social video, with social media platforms now representing more than 20% of all video viewing in Norway. The share is significantly higher among younger audiences.
Fredrik Liljeqvist, principal analyst at Mediavision, said Norwegian consumers have shown a strong willingness to adopt new viewing behaviours and platforms, accelerating transformation in the video market.
He added: “Social video is reshaping the competitive landscape of the video market. Several global streaming players, including Netflix and Disney+, are increasingly expanding their efforts within mobile and short-form video as competition for viewers’ time intensifies.”
Mediavision said the growth of global platforms is increasing pressure on local broadcasters and streaming providers as competition for viewing time intensifies.
