Disney+ racks up near 2MN Nordic households | Media Analysis | Business | News | Rapid TV News
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On the eve of the arrival two years ago of the streaming service, research from Mediavision has found that Disney+ has gained a strong position within the kids’ and family segment to attract more than 1.7 million subscribing households in Denmark, Norway, Finland and Sweden.
Disney Nordic 14Sep2022
This growth has made Disney+ the fourth largest service in a fiercely competitive Nordic streaming market. Mediavision attributes what it calls the rapid success of the service by its clear positioning within the kids and family segment and an attractive price point. Mediavision’s analysis showed that approximately a fifth of Disney+’s total content library in terms of total hours is within the kids and family genre - and according to the consumers’ evaluation, Disney+ outranks all competitors in this segment.

“It is not an overstatement to say that Disney+ launched with a bang on the Nordic market. The service reached a household penetration of 10% in the Nordics in only two weeks – boosting stacking and subsequently household spend. However, a lot has happened these past two years,” said Mediavision senior analyst Natalia Borelius.

“The streaming market is saturating, causing actors to search for new ways to boost subscriptions and increase revenues. Many actors are betting on adding hybrid subscription/advertising tiers - and Disney+ is one of them. Mediavision follows these developments closely - and will shortly release new figures on the Nordic SVOD market’s development so far during the second half of 2022.”