The trend arises from an analysis by the consultancy firm Megavision. Since the turn of the year, 60,000 new households in Sweden have chosen to subscribe to HVOD.
Ampere Analysis’ Senior Analysts Peter Ingram and Maria Dunleavy described the company’s findings about one of Europe’s most mature TV and VOD markets.
Today, close to 70% of the Swedish households have at least one SVOD service, according to Mediavision’s latest report, which also notes that a subscribing household on average pay for 2.5 services.
According to Mediavision's Q3 analysis of the Swedish market, despite a weaker economy, household media spend has increased by six percent compared to the same period last year.
Almost half of everyone with a SVOD subscription in Sweden shares at least one subscription with someone outside the household. If sharing was stopped, the SVOD market could potentially grow up to 16%, according to Mediavision.