Sweden stacks SVOD with 350,000 new subscriptions in 12 months – TBI Vision
The Swedish streaming market has added 350,000 subscribers over the past 12 months, with Netflix, Viaplay and Disney + being the most popular.
According to Mediavision, growth will come despite the fact that the number of subscribing households is largely unchanged.
As such, the extra subscriptions come from households that already have at least one subscription and continue to stack services.
The largest contributor to growth was Disney +. The streamer, which was launched in Sweden in September 2020, accounts for half of all added subscriptions on the market, Mediavision said.
Overall, Netflix continues to be the most popular streaming service in Sweden. This is followed by Nordic Entertainment Groups Viaplay and Disney +. Combinations of the three are most common in households with several subscriptions.
Marie Nilsson, CEO of Mediavision, said: “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 points however, that these services are currently creating growth in “stacking” rather than penetration.
“A contributing factor to the success may be that new services are often launched at a very competitive price. At the same time, households have simply added these services to their offer without canceling an existing subscription.
“Recently, we have seen that this pricing strategy is also being applied at the launch of HBO Max. There is reason to believe that aggressive pricing strategies will drive the stacking in the streaming households further.”