Ad-supported streaming services are gaining ground in Finland. According to Mediavision’s latest Nordic TV & Streaming analysis, 15 percent of Finnish households now subscribe to at least one paid ad-supported streaming service (HVOD). This marks a significant increase of more than 65 percent compared to the same period in 2024.
Despite the sharp rise, Finland still trails other Nordic countries. In Denmark, Norway, and Sweden, more than 25 percent of households currently subscribe to at least one HVOD service.
“Finland’s lower HVOD penetration is largely due to two factors — lower availability of ad-supported offerings and a generally lower uptake of streaming services overall,” says Fredrik Liljeqvist, Senior Analyst at Mediavision.
While HVOD subscriptions are on the rise, the overall penetration of paid streaming services in Finland has remained stable over the past year. In contrast, the rest of the Nordic region continues to see steady growth in total SVOD subscriptions, driven largely by hybrid, ad-supported offerings.
“Finland has in recent years begun lagging behind its Nordic neighbours in streaming uptake,” Liljeqvist continues. “But the recent growth in ad-supported models points to untapped potential — suggesting that the Finnish market could be poised for expansion.”