VOD the new norm in Sweden | VOD | News | Rapid TV News
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Given huge impetus by the likes of Netflix in the country, Sweden’s video services are truly in demand as well as on-demand, according to research from GfK.

The analyst has found that in Sweden, going from live TV to time-shifted and video-on-demand (VOD) viewing, and most interestingly on more than one connected screen, is becoming the new normal. Gfk quoted statistics from the annual report from Stiftelsen för internetinfrastruktur (The Internet Foundation in Sweden) showing that 70% of Internet users, the equivalent of 91% of all Swedish adults, watched film and video on the Web in 2015. This was up 18 percentage points year-on-year. In addition, GfK’s own data showed that sales of catalogue video films fell by 19% over the same period, showing, said the company, the appeal of movies on sites like Netflix and HBO.

GfK’s Viewscape study, which measures the total viewing ecosystem by types of content, platform and service in 15 countries, calculated that Swedes spend around a total of four hours a day watching TV and video content on any device. Furthermore, a quarter (26%) of the population was found to have used Netflix and 39% use any other form of VOD or subscription video-on-demand (SVOD) service. Indeed, smart TV is the most popular screen for watching Netflix, more so than the laptop, thanks to easy access to the Netflix app on-screen and the high definition viewing experience.

The report also showed just how much smart TVs are contributing to the growth of VOD viewing, with 64% of all TV sets sold in Sweden in 2015 being smart TVs. This compares with 60% in Germany, 54% in the United Kingdom and Italy with 34%.

Yet despite all this growth with flexibility of choice leading to more video consumption, GfK warned that the industry had to prepare for new business model, especially video retail.