Sweden: AVoD has a greater reach than SVoD
Mediavision’s Q3 analysis shows that 90 percent of all 15-74-year-olds in Sweden watch AVoD services at least once a week. This can be compared with SVoD services’ reach of 75 percent during the same period. Ad-supported services thus qualify as the category with the highest reach over the course of an average week.
In addition, strong growth has been observed for AVoD services over the past 12 months. Growth is primarily driven by social media platforms, with the highest weekly reach recorded for Youtube, Facebook and Instagram. If social media platforms are excluded, other AVoD services reach 61 percent of all 15-74 year olds in an average week.
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 funded by advertising, have also entered the market recently, such as Pluto TV and Samsung TV Plus.
“We believe that interest in advertising-funded streaming will continue to increase in Sweden, as will 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 by Netflix. Disney+ will launch its own American hybrid offer in December. Perhaps the economic climate will drive a similar development in the Nordics.”