The appetite for streaming services among Nordic consumers continuously rises, according to analysis and consultancy firm Mediavision. currently, 5.3 million Nordic households subscribe to at least one VoD service. Furthermore, the number of SVoD subscriptions per household increases, a phenomenon known as ’stacking.
SVoD services continue to grow at a rapid rate in the already streaming-heavy Nordic region. On average, 48 per cent of all Nordic households now subscribe to at least one SVoD service. And the market is growing, 850 000 new SVoD households have been added compared to the same period in 2017. This means that 5.3 million Nordic households subscribe to at least one SVoD service.
SVoD stacking has grown over the last year, contributing strongly to the overall growth in the Nordics. The segment of households that is growing the fastest is households with three or more SVoD subscriptions, where Norway is the front-runner. 280 000 Norwegian households, more than a quarter of all Norwegian SVoD households, subscribe to three or more SVoD services. But Sweden and Denmark are not far behind.
“Nordic consumers have both an unwavering appetite as well as the economical capacity for streaming services,” notes Marie Nilsson, CEO Mediavision. “And we’re not seeing a stagnation yet. The strong growth across the Nordics will most likely continue throughout 2019. The new EU regulations, which will require more Nordic content, will likely fuel the growth even further. The SVoD stacking phenomenon will most certainly continue to increase.”