Research: High consumer interest for Apple TV+ in Sweden

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Apple is set to launch its new streaming service Apple TV+ in more than 100 countries around the world on November 1st. In Sweden, interest for the service is already high among consumers, reports analysis and consultancy firm Mediavision. The service is attractively priced at 59 SEK per month (€5.45), corresponding to about half the price of competing services in the market.

Although Apple TV+ has not launched yet, interest for the service is high. 12 per cent of all Swedish households 15-74 years old say that they would like to gain access to the service. Still, it is much lower than the interest in market leader Netflix. Almost 23 per cent of non-subscribers say they would like access to the market leading streaming service.

The majority of consumers which state that they would like to get access to Apple TV+ are already subscribing to Netflix. Consequently, the price will most likely have an effect on the final purchase decision. At 59 SEK per month, Apple TV+ sits well below the Netflix standard plan at 109 SEK per month. Viaplay’s basic package and HBO Nordic cost the same and Cmore a little more; 139 SEK/month.

The bigger question is what 59 SEK a month will get Apple TV+ subscribers in terms of content. The line-up may be strong, but it is also limited, featuring top shows such as The Morning Show with Jennifer Aniston and Reese Witherspoon, See with Jason Momoa, Dickinson with Hailee Steinfeld and For All Mankind with Swedish actor Joel Kinnaman.

“It is evident that Apple TV+ has decided to focus on producing original content, which ensures exclusivity but also means that it will take some time to build a solid library,” said Marie Nilsson, CEO of Mediavision. “In many households, Apple will probably be considered a complementing service to streaming-giants like Netflix. In the Nordics, this might result in Apple TV+ being considered less of a threat to the local actors, despite their huge budget for content.”


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