The Nordic markets have among the highest uptake of SVoD services in Europe, but Netflix is struggling to compete with local players, according to Ampere Analysis.
The average market share of Netflix in the Nordics region is just 49 per cent, compared to an average of 71 per cent in the rest of Western Europe.
Local players like Viaplay, TV2 Play, C More and the regional version of HBO account for the majority of streaming service contracts in the region. In every other Western European market except Germany, Italy and Spain, Netflix claims the majority of SVoD subscriptions.
The audience in the region has a strong penchant for crime and noir content. Over half (52 per cent) of all shows in production for linear channels are crime compared to just 39 per cent for streaming players, suggesting that international services are not satisfying the region’s desires.
Elinor Clark, analyst at Ampere Analysis, commented: “The Nordic countries are home to the most dynamic streaming TV markets in Europe and local players have had to deal with a rapid transition of TV viewers to streaming services. Content is now the key battleground and, while Nordic Noir has served the region well, there is indication that local players will now look to develop comedy and period drama as the next big push.”