Paid streaming subscriptions have reached an all-time high in Norway, with nearly 80 percent of households now paying for at least one service. This represents a year-over-year growth of six percent, according to new data from Mediavision’s Nordic TV & Streaming analysis.
Norway now leads the Nordic region in streaming uptake, well ahead of neighbouring countries, where household penetration averages around 70 percent. The growth is seen across all subscription types, with both global giants such as Netflix and TV2 Play and smaller platforms like Prime Video and Skyshowtime contributing to the surge.
A key factor behind the growth is the rapid rise of ad-supported streaming subscriptions, also known as HVOD (Hybrid Video on Demand). Since spring 2024, the number of Norwegian households using HVOD services has nearly doubled, now surpassing 650,000.
In addition, bundled streaming services — those included in TV or broadband packages — have seen significant growth. Today, more than 40 percent of Norwegian households subscribe to at least one bundled service, marking a 20 percent increase from the same period last year.
"Norway is at the forefront of paid streaming adoption in the Nordics," says Fredrik Liljeqvist, Senior Analyst at Mediavision. "The surge in ad-supported subscriptions is a key driver, and we're also seeing growing interest in bundled offerings — often linked to HVOD services."
Despite challenges in the market, such as the ongoing Telia–TV2 dispute, consumer demand for affordable and convenient access to streaming remains strong. Mediavision anticipates continued momentum in both HVOD and bundled models.
"The growing popularity of bundled streaming, even during industry turbulence, signals a resilient and evolving market," Liljeqvist adds. "Consumers are clearly responding to flexible, value-driven ways to access content."