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Report: One-Third of Nordic Population Streams Video

2 Jun, 2015 By: Erik Gruenwedel

About 33% of the 25 million people living in the Nordic region, which includes Sweden, Denmark, Norway, Finland, Iceland, Greenland, the Faroe Islands and Åland Islands, stream video on a daily basis — up 30% from 2014, according to new data from research firm Mediavision.

As expected, Netflix is the No. 1 subscription-streaming service, having entered the region in 2012. But it is not the top over-the-top video service. That would be YouTube, which has a greater household penetration, according to Mediavision.

That said, Netflix remains the top SVOD provider in every Nordic country, with local broadcasters among the top three OTT video players in the Nordic countries. Notably absent from the report: HBO Nordics, the joint venture between HBO and Parsifal International launched in 2012 and only available in Sweden, Norway, Finland and Denmark.

Mediavision CEO Marie Nilsson said United States media companies (and their content) are very strong, commanding significant market share both in subscription streaming and advertising.

“The new and emerging digital TV market puts quite some pressure on the incumbents,” Nilsson said in a statement.

She said consumer demand for local content is strong, but with each Nordic country limited in size, that content is relatively more expensive than foreign fare from the U.S.

“It is another business case for national content [services]compared to the global players who profit from an economy of scale business,” Nilsson said. “What we have already seen for sure, is that the consumer is the ultimate judge.”

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