Sweden: Over 50% use SVoD

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Swedish consumers’ appetite for video streaming is high. During the third quarter of this year a majority (51 per cent) of households in Sweden subscribe to at least one streaming service, a yearly growth of almost 30 per cent, according to Mediavision.

Netflix is the main driver, adding 400,000 Swedish households over the last 12 months. But other services such as HBO Nordic, Viaplay and Cmore have also grown substantially.

Newcomer YouTube Premium now equals Amazon Prime and DPlay in number of subscribing households. The same goes for TVoD services, such as SF Anytime, that are also growing at a rapid rate. One in four Swedish households uses a TVoD service an average month.

The growth of the streaming market boosts household spend. During the third quarter of 2018 households spent more than 330 SEK on average per month on video. Part of the explanation for the growth in household video spend, lies in households retaining their traditional TV subscriptions while adding streaming services. It is, however, streaming services that drive growth. Household spend on SVoD services has increased by almost 50 per cent over the last year. The result is a significant increase of total household video spend, which has grown by 24 per cent compared to Q3 last year.

There is a strong positive trend for streaming services. The number of subscribing households has increased by almost 30 per cent over the last 12 months.


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