Streaming platform Netflix has launched in Sweden with Denmark, Finland, and Norway due to come online later this month.
In the US, TV is their primary screen for viewing paid and free video streamed from the internet, according to the NPD Group.
The cost of providing over-the-top television services would rise to uncompetitive levels once scaled to meet the demands of large viewing audiences.
The average Netflix user (ages 13 to 54) watches 5.1 TV shows and 3.4 movies per week via the service, according to GfK.
Seven months after it launched in the UK and Ireland, the Netflix internet subscription service has reached one million members. It is the fastest growth the enjoyed by Netflix in any of the territories where it has launched.
Netflix has opened up a new Nordics Blog, at the same time confirming plans to launch its steaming service in Norway, Denmark, Sweden and Finland before the end of the 2012.
The cord-cutting debate continues to rage –at least in the US, where the number subscribers to pay-TV services operated by publicly traded cable, satellite and phone companies fell by 200,000 in the second quarter.
Netflix claims it is ahead of rival Lovefilm following its launch in the UK & Ireland six months ago.
Netflix surged past Apple Inc. in 2011 to become the largest US online movie service in revenue terms, according to a new report from IHS. Growth was driven by subscription video on demand (SVOD).
Netflix’s success in the UK and the expected return to global profitability has led to the decision “to open an additional attractive European market in Q4 of this year.”