The study found that an increasing number of consumers subscribe to video-on-demand services and that currently there are approximately ten million streaming subscriptions in the Nordics, spread out over 5.8 million households which subscribe to at least one SVOD service, equivalent to a penetration of 52% of all Nordic households.

Mediavision also noted that SVOD services were increasing particularly quickly in the Nordics and that by spring 2019 the number of subscribing households had increased 16% compared with the same period last year.

Growth was being driven both by stacking — that is households signing up for an increasing number of services — and companies offering new packaging deals. The analyst calculated that Nordic SVOD households subscribe to 1.7 services on average, which marks another significant increase year-on-year.
Today, there are roughly 10 million SVOD subscriptions across the Nordic region.

Mediavision also attributed the increasing number of subscriptions to new forms of service packaging. It observed that telcos offering streaming services bundled with traditional TV or broadband was becoming more common and that operators’ sales of buy-through streaming has increased significantly since last year.

The result of the increased subs was that revenues from streaming was growing across all Nordic markets. “The online video market is moving towards maturity and penetration is already high in an international comparison,” said Mediavision CEO Marie Nilsson. “We also know that new services will launch in 2019 and 2020 and Mediavision expects a continued strong Nordic market growth. Consumers gradually increase their spending and it has become more and more apparent to them that the best and most attractive content is found among these services.”