November 9, 2021
New data from research firm Mediavision contends Sweden added 350,000 SVOD subscribers in the past 12 months — driven in large part (50%) by the global expansion of Disney+.
Sweden, along with the rest of the Nordics, has always been a hotbed for subscription streaming video — particularly Netflix.
Indeed, Sweden, with a population of 10 million, generated the equivalent of a third of Netflix’s 950,000 North American (pop. 596 million) net sub additions over the past 12 months.
Netflix remains the most popular service in Swedish households, followed by Viaplay and Disney+. Netflix dominates in households that only subscribe to one service, but combinations of Netflix, Viaplay and Disney+ are the most common among households with multiple subscriptions.
The data suggests that in Sweden there remains a strong demand for new and attractive SVOD services, despite household penetration remaining stable. It is still possible to successfully establish a new SVOD brand in Sweden as households stack services.
“A contributing factor to [SVOD sub growth] could be that new services often launch at a highly competitive price,” Marie Nilsson, CEO of Mediavision, said in a statement. The executive believes households simply add SVOD services without terminating existing platforms.
“Recently, we have seen this pricing strategy also being applied at the launch of HBO Max,” she said. “There is reason to believe that aggressive price strategies will push stacking in the streaming households even further.”