New launches including Disney + have encouraged Swedes to subscribe to 350,000 new subscriptions to video-on-demand services over the past 12 months.
An analysis of the market by the Stockholm-based consulting company Mediavision showed that the total number of households subscribing to SVOD services has been largely unchanged. This means that growth comes entirely from stacking, the practice where subscribers add additional services from a variety of providers.
Disney, which has been around for a little over a year, accounts for around half of the growth.
“These results show that there is a strong demand for new and attractive services, despite the fact that household penetration remains stable. It is still possible to successfully establish a new brand in the Swedish streaming market. Mediavision’s analysis, however, indicates that these services are currently creating growth in “stacking”, rather than penetration “, comments Marie Nilsson, CEO of Mediavision.
Nilsson says that the competitive price points at which the services are launched means that it was a simple financial decision to add another.
Netflix is 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 Plus are most common in households with more subscriptions.