The interest in streaming video is reaching new record levels in Denmark. Household penetration for SVOD (such as TV2 Play, Viaplay and Netflix) now stands at 66%, which is higher than in any other Nordic country, and growth year-over-year amounts to 8%, according to Mediavision’s latest analysis of the Danish TV and streaming market.
Seen over the past 12 months, more than half a million new paid streaming video subscriptions have been added to the market. All in all, the number of subscriptions now exceeds 4 million. On average, a Danish household with SVOD pays for 2.5 video streaming services, meaning that the level of stacking is unchanged compared to last fall.
Looking at specific actors, HBO Max has seen the highest growth over the past 12 months as its household penetration has increased by 67%. The strong growth is partly attributed to the re-launch from HBO Nordic to HBO Max last year. However, the biggest paid services in Denmark are Netflix, TV2 Play and Viaplay.
“Despite threats of a weakened economy, Mediavision’s analysis points at a strong position for SVOD also in 2023. Danish households value their streaming subscriptions highly, with no obvious plans to cut back on that expenditure yet. However, this could change rapidly if the situation takes a turn for the worse,” commented Marie Nilsson, CEO at Mediavision.
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