2 FEB 2023

What do specialists expect for the Nordic market in this 2023?

For the fourth consecutive year, Mediavision has asked stakeholders in the Nordic media industry to share their view on the future development of the Nordic market.

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For the fourth consecutive year, Mediavision has asked stakeholders in the Nordic media industry to share their view on the future development of the Nordic market. The results of this survey, supplemented with reflections and analysis from the Mediavision team, is presented in the “Mediavision Industry Outlook 2023” report.

●  VIDEO: STABILITY FOR SVOD, HEAVY DECREASE FOR PAY TV

Following multiple years of double-digit growth for SVOD, the market is now stabilizing. Half of the respondents believe that household spend for SVOD will remain stable in 2023 – the other half are evenly divided between an increase and a decrease. This is a big shift in shares compared to when the same question was asked a year ago: then, 63% believed that household spend for SVOD would increase.

Household penetration and spend on traditional pay TV has proven quite resilient recent years, despite strong growth in SVOD. Nevertheless, the industry shows weak confidence in the resistance of trad pay TV: 71% believe spend will decrease, a slight change from last year (68%).

●  AUDIO 2023: PODCASTS AND AUDIOBOOKS UP FOR A STRUGGLE?

The general view of the industry when it comes to household investments, is that it will be more stable in 2023 than previous year. In last year’s survey, about half of the respondents believed that household spend on audiobook subscriptions would increase – significant lower for 2023, as only 17% believe in an increase of audiobook subscriptions.

Music is the category that most of the respondents believe will remain stable in household spend during 2023 (81%). The industry’s view on podcasts is similar to that of audiobooks – more than half believe household spend would increase in 2022, now that number is down to 17% for 2023.

●  TEXT: PRINT NEWSPAPERS WILL BE FULLY REPLACED BY DIGITAL

Printed newspapers are being replaced by digital editions to a greater extent. It is generally believed that print will be phased out completely at some point. However, 42% of the respondents predict that digital will not replace printed newspapers in a foreseeable future, and about half of the respondents believe this will happen before 2035.

In household spend of text, digital magazine subscriptions see a radical decrease as 62% of people in the industry believe that household spend will decrease in 2023. It is a more stable outlook for digital newspaper subscriptions as 53% believe the household spend will be stable in 2023, although 35% believe in a decrease for digital newspaper subscriptions, compared to only 5% in last year’s survey.

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