Tag: Nordic

DEG Nordic Launching ‘Mega Movie Week’ Promo to Drive Digital Transactional Market

As consumers around the world stay home during the coronavirus crisis, The Digital Entertainment Group: Nordic Committee (DEGN) March 23 is launching “Mega Movie Week,” a cross-category campaign to drive consumer engagement with the digital transactional market.

During “Mega Movie Week” DEGN members, including NBCUniversal, Nordisk Film, SF Studios, Sony Pictures Home Entertainment and Warner Bros. Entertainment, will offer consumers a range of the latest digital movies at special prices for one week only with retailers including the Apple TV app, Google Play Store, Viaplay, SF Anytime, Blockbuster, PlayStation Store, Rakuten TV, Canal Digital, Altibox and Elisa.

“Inspired in part by shared learnings from two successful iterations of ‘Mega Movie Week’ managed in the U.K. by DEGN’s sister association, Digital Entertainment Group International, and by the evolution of previous Scandinavian consumer education campaigns, the DEGN’s ‘Mega Movie Week’ campaign drives awareness for a range of compelling consumer offers aimed at encouraging consumer trial of digital transactional services,” according to DEGN.

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The campaign will be supported by a targeted, multi-territory online media campaign, with digital platforms driving further engagement through a range of on- and off-platform activity and a suite of CRM plans to keep new audiences engaged beyond the week-long campaign, according to DEGN.

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“’Mega Movie Week’ represents an unprecedented collective vision from Nordic territories to embrace an opportunity to capitalize on the growth of digital transaction by encouraging engagement through a compelling, limited time offer,” said Johan Mannerhill, DEGN chair and managing director, Nordic, at Warner Bros. Entertainment, in a statement. “The campaign is the perfect way to drive engagement with the ease of digital purchase and to increase awareness of the benefits it offers. We hope to build upon the learnings from previous ‘Mega Movie Week’ activations spearheaded by the DEGI, at the same time developing a powerful activation wholly relevant to local markets.”

More details on the program are here:

  • DK (Denmark)
  • FI (Finland)
  • SE (Sweden)
  • NO (Norway)

Offers and platforms will vary across territories taking part.

 

Local SVOD Players Challenging Netflix in Nordic Markets

The Nordic markets have among the highest uptake of streaming SVOD services in Europe, but local players are giving Netflix a run for its money, according to new research from Ampere Analysis.

Despite strong demand in the Nordic markets for streaming content, the average market share of Netflix in the region is just 49%. That compares to an average of 71% in the rest of Western Europe.

While smaller individually, local players such as Viaplay, TV2 Play, C More and the regional version of HBO account for the majority of streaming service contracts in the region. In every other Western European market except Germany, Italy and Spain, Netflix claims the majority of SVOD subscriptions.

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Nordic Noir (crime content originating in the Scandinavian countries) is a key export for local content producers, but there are early signs that local streaming players are starting to move beyond the genre, according to Ampere. Analysis of content currently in production or development (but not yet completed or aired) in the region, shows that 47% of all shows are crime or thriller, but streaming players are less focused on the genre than linear channel players. Although the local linear channels and broadcasters have far more shows in development than local streaming players (59 different shows versus 23 from streaming players), an even greater proportion are crime. More than half (52%) of all shows in production for linear channels are crime compared to just 39% for streaming players.

Of shows currently in production or development locally, the next biggest genre for streaming players is comedy (22% of shows in development). Linear players, however, are looking to historical drama for their next big hits (10% of shows in development).

“The Nordic countries are home to the most dynamic streaming TV markets in Europe and local players have had to deal with a rapid transition of TV viewers to streaming services,” said Ampere analyst Elinor Clark in a statement. “Content is now the key battleground and, while Nordic Noir has served the region well, there is indication that local players will now look to develop comedy and period drama as the next big push.”