November 9, 2021
Sweden, together with the rest of the Nordic region, has always been a seed for video streaming – largely driven by Netflix. New data from the analysis company Mediavision now claims that Sweden has added 350,000 SVOD subscribers over the past 12 months – largely driven (50%) by the global expansion of Disney +.
In fact, Sweden, with a population of 10 million, generated the equivalent of a third of Netflix’s 950,000 North American (596 million inhabitants) net contributions over the past 12 months.
Netflix is still the most popular service in Swedish households, followed by Viaplay and Disney +. Netflix dominates in households that only subscribe to one service, but combinations of Netflix, Viaplay and Disney + are most common among households with several subscriptions.
The data indicate that in Sweden there is still a strong demand for new and attractive SVOD services, despite the fact that household penetration remains stable. It is still possible to successfully establish a new SVOD brand in Sweden as a household stack service.
“A contributing factor to [SVOD sub growth] may be that new services are often launched at a very competitive price, says Marie Nilsson, CEO of Mediavision, in a statement. The manager believes that households are simply adding SVOD services without shutting down existing platforms.
“Recently, we’ve seen this pricing strategy also applied to the launch of HBO Max.,” She said. “There is reason to believe that aggressive pricing strategies will drive stacking in the flowing households further.”