The Swedish TV market saw record turnover in 2018, and the highest growth rate since 2010 according to analysis from Mediavision. The total turnover amounted to SEK 25.3 billion (€2.34bn), a growth of 8 per cent compared to 2017. The last time the market displayed similar growth was in 2010 (+10 per cent) following an exceptionally weak 2009.
Stable and growing demand of online services fueled the market, both subscription-based and ad-funded. SVoD revenues from services such as Netflix and Viaplay grew by 45 per cent compared to 2017. Revenues from ad-funded services such as TV4 Play also grew substantially. Mediavision expects this trend to continue in the coming years and believes that the AVoD segment will reach a turnover of SEK 2.5 billion by 2020.
“The Swedish TV market remains strong, with few signs of deceleration. Digital revenue streams and consumer appetite for streaming services continuous to grow. But uncertainty regarding gambling ads and the possible impact of self-regulatory measures might affect the ad market ahead. Looking at premium revenues, Mediavision predicts a continued high demand for streaming services. Particularly as several new actors (Apple, Disney) are entering the market this year. All things considered we believe in continued growth and positive development on the market throughout 2019 and 2020,” said Marie Nilsson, CEO of Mediavision.