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Mediavision: Disney+ Reaches 1.7 Million Nordic Subs in Two Years

The Disney+ subscription streaming service has generated more than 1.7 million Nordic subscribers in the 24 months since launching operations on Sept. 15, 2020, in Norway, Sweden, Finland and Denmark. The service, which has gained a strong foothold among households with children, is now the fourth-largest SVOD platform in the region after Netflix (with about 4 million subs), according to new data from Mediavision.

Disney’s rapid streaming success can be explained by its clear positioning within the kids and family segment and an attractive price point. As Mediavision’s analysis shows, about 20% of Disney’s streaming content library (in terms of total hours) is in the kids and family genre — and, according to the consumers’ evaluation, Disney outranks all competitors in this segment.

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“It is not an overstatement to say that Disney+ launched with a bang on the Nordic market,” Mediavision analyst Natalia Borelius wrote in a note.

The research firm said the service reached a household penetration of 10% in the Nordics after only two weeks — boosting stacking and subsequently household spend.

“However, a lot has happened these past two years,” Borelius wrote. “The streaming market is saturating, causing [services] to search for new ways to boost subscriptions and increase revenue. Many actors are betting on adding hybrid subscription/advertising tiers — and Disney+ is one of them.”

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