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More than half of subscribers (55%) now get these ‘indirect’ subscriptions via their cell phone providers, while 34% access and pay for them through a retailer. 44% now get a subscription they used to pay for free of charge, thanks to a bundled deal — rising to 55% for 18-24 year-olds.

Mediavision’s latest analysis shows that 60% of Finnish households now subscribe to at least one paid streaming service. Netflix leads with 800K subscribers, but competition from Disney+ and Prime Video intensifies.

According to Omdia data, Netflix is projected to overtake YouTube, reaching $46.2 billion, fueled by $43.2 billion from subscriptions and $3.2 billion from advertising.

Mediavision’s latest analysis of the Swedish TV and streaming market notes that the number of paid streaming subscriptions reached a new record last year, with newer services gaining market share in particular.

While growth is still rapid worldwide, some markets are already reaching saturation levels. The US reports more subscriptions than households.