ad-supported video leads within weekly reach
AVOD is now the single largest category of video consumption in Sweden with weekly reach, according to Stockholm-based consultancy Mediavision.
Analysis for the third quarter shows that 90% of 15-74-year-olds in Sweden watch advertising-supported video at least once a week. This compares to a 75% reach for premium video services.
The consultancy has seen strong growth over the past 12 months, driven by social media platforms, with the highest weekly reach recorded for YouTube, Facebook and Instagram. Excluding social media platforms, other ad-supported streaming (AVOD) reaches 61% of all 15-74 year olds in an average week.
“We believe that the interest in ad-financed streaming will continue to increase in Sweden, as will the interest in services that combine consumer payments and advertisements in various hybrid offers,” comments Marie Nilsson, CEO of Mediavision. “In the US, such services are already available, for example from Netflix. Disney+ will launch its own American hybrid offering in December. Perhaps the economic climate will drive a similar development in the Nordics.”
Mediavision also notes a clear interest in new types of hybrid services, with a limited amount of advertising at a lower cost. New online services, which are entirely advertising funded, have also entered the market recently. These include Paramount Global-owned Pluto TV and Samsung TV Plus.