The Swedish TV and streaming market remains stable and growth in the number of subscribing households is declining, according to Mediavision’s analysis of the Swedish streaming market in Q3 2021. However, households that already subscribe to an SVOD service continue to pick up additional subscriptions, which has resulted in 350.000 new subscriptions on the Swedish market.
Looking at specific platforms, Disney+, that launched in Sweden a little over a year ago, stands out. In this first year on the market, new Disney+ subscriptions make up more than half of net growth. However, as of today, Netflix remains the most popular service in Swedish households, followed by Viaplay and Disney+. Netflix dominates in households that only subscribe to one service, but the combination of Netflix, Viaplay and Disney+ is the most common in households with more subscriptions.
“These findings demonstrate that there is a strong demand for new and attractive services, despite household penetration remaining stable. It is still possible to successfully establish a new brand on the Swedish streaming market. However, Mediavision’s analysis points to these services currently creating growth in ‘stacking,’ rather than penetration,” commented Marie Nilsson, CEO of Mediavision.
“A contributing factor to the success could be that new services often launch at a highly competitive price. Concurrently, households have simply added these services to their supply without terminating an existing subscription. Recently, we have seen this pricing strategy also being applied at the launch of HBO Max. There is reason to believe that aggressive price strategies will push stacking in the streaming households even further,” Nilsson continued.