In the past 12 months, Nordic households have signed up for close to 3 million additional streaming subscriptions. This entails yet another year of substantial growth, resulting in the Nordic market today boasting 13.6 million subscriptions in total. The primary driver to growth is stacking, as concluded in a newly released analysis of the Nordic TV- and streaming market by Mediavision.
Furthermore, Mediavision concluded that most new subscriptions stem from global, US, streaming services. Close to half of these additional subscriptions are Netflix and Disney+. The latter has had most success this autumn, as close to 1.2 million Nordic households have now signed up for Disney+, rendering a household penetration of 10% in the Nordics. Disney+’s rapid growth has outperformed all other competitors thus far and the service immediately qualifies into the Nordic top-5 list – joining Netflix, Viaplay, HBO Nordic and C More.
Local Nordic streaming actors have also grown substantially, with approximately 1.5 million added subscriptions collectively. Each Nordic country has at least one local streaming service and, in total, the Nordic services now amass more than 5.6 million subscriptions. The biggest player is Viaplay, partly explained by it being available in all four Nordic countries. Among the strictly domestic services, TV2 Play in Denmark is the largest, followed by TV2 Sumo in Norway.
Nordic households have also increased their spend on paid streaming. This entails that a paying streaming household now spent approximately €19 per month for an average of 2.1 services in fall of 2020. This represents an increase of spend of approximately 10% in one year.
Mediavision’s analysis points toward continued strong growth in the coming months, explained by the household’s intentions to acquire even more subscriptions. The increasing supply of operator’s own streaming services further boosts this development.