Netflix Expected to Add 200K Q1 Subs in Nordics, Leads Region With 4.4 Million Households

Netflix is projecting 6 million new subscribers globally in the first quarter (ended March 31). New data from research group Mediavision contends the streamer added 200,000 subs in the Nordics, which includes, Norway, Sweden, Denmark and Finland.

Netflix’s Q1 subscriber figures for the Nordic market show a year-on-year growth of 5%. According to Mediavision analysis, Netflix now has approximately 4.4 million households in the Nordics, tops for the region. Hence, the company’s growth is lower than the overall Nordic SVOD market growth, which is up about 8% year-on-year.

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The Nordic countries are all highly digitalized, partly driven by streaming services such as Netflix. The SVOD market penetration in Q1 as a Nordic average is approximately 60%. With the arrival of Disney+, and pending launches of HBO Max and Paramount+, Mediavision analysis suggests that Netflix, albeit still the single largest SVOD service, is no longer the frontrunner in terms of growth.

Netflix reports Q1 results April 20 at the market’s close.

 

Report: Disney+ a Hit Among Swedish Families With Children

Disney+ only launched in Sweden in 2020, but already the branded SVOD platform has resonated in Sweden, especially among families with young children. New data from Mediavision contends Disney+ generated 450,000 subscribers in the Northern European country just two weeks after launching on Sept. 15. By comparison, Netflix took a year to reach the same subscriber tally after bowing in 2012.

The reason? Children’s programming. Disney is an international force with few equals when it comes to kids content.

In total, kids content accounts for 13% of the total runtime (hours of content) across the Swedish VOD streaming market in Q1 2021. The share of kids content is higher for Disney+ than other streaming services included in the analysis (excluding services solely providing kids content).

“Families with children are without a doubt a strong consumer segment for Disney+ — and Mediavision can conclude that Swedish consumers rate Disney highest of all streaming services in the kids genre,” read the report.

However, in absolute terms — Netflix has the market’s largest kids content library in number of titles and total runtime.

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Report: Netflix Sweden Posts First Subscriber Loss

Swedish households added 700,000 streaming video subscribers in the third quarter (ended Sept. 30), but Netflix wasn’t among the gainers. New data from Mediavision indicates the SVOD giant lost 110,000 subs in Sweden — the first sub loss since the service launched operations in the Nordic country in 2012. Netflix remains the largest SVOD operator in Sweden with 1.5 million subs.

The appetite for SVOD remains high, with consumer demand for new services such as Disney+ and/or alternative service high, according Mediavision’s survey of 3,000 respondents.

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“The third quarter presents an interesting development of the Swedish streaming market — for the first time ever, SVOD-households subscribe to more than two services,” Marie Nilsson, CEO of Mediavision, said in a statement. “We believe that growth will continue, especially given the trend of increased interest as we approach the large holidays.”