NFLX 11% of total Nordic viewing time

23 January 2019

Late last week, in its’ Q4 report, Netflix hit another record-breaking number of new subscribers. Even though earnings were slightly lower than expected, many other KPI’s that were communicated are pointing at a strong overall position. For example, according to Netflix own figures it now accounts for 10% of all daily viewing time on TV screens in the US. Mediavision can confirm that in the Nordics, Netflix share of viewing is significant.

The transition from traditional pay TV to subscription-based streaming services (SVOD) continues, globally as well as in the Nordics. In its Q4 report NFLX confirms its market leading position by adding 8.84 million new paying subscribers. Revenues were weaker than expected, but Netflix also announced prices will increase, which will have a positive effect on turnover. Furthermore, and perhaps more interesting, is that Netflix now claims a 10% share of total viewing time on TV screens in the US. Traditionally, premium pay has been about retaining subscribers. Nowadays, usage is key. Consumers are just a click away from any competing service and they do not stick around if they don’t get the content that they want. Hence – viewing time is a very interesting figure.

Let’s take a look at how the Nordics stack up against the US. Mediavision’s analysis count the Nordic average viewing time (streaming + traditional TV) to about 137 minutes per day (fall 2018). Out of this, streaming viewing make up approximately 40%. Netflix share of average total viewing time in the Nordics sums up to 11%.

As for the credibility of Netflix US figures, it’s worth mentioning that Netflix itself is the only source. Netflix share-of-viewing is high, not only vis-à-vis other streaming services, but also in relation to traditional broadcasters. Though there still may be potential for growth, Netflix will be facing new challenges. Looking forward the streaming market is about to get a whole lot more crowded as several actors are about to launch. Disney and WarnerMedia will enter during 2019 while NBC Universal announced the launch of a streaming service in 2020.

Netflix will (as rumored) see a good chunk of content stripped away in conjunction with its rights-owners launching their own services. While it may be far-fetched to say that Netflix is in trouble, the market is to become even more competitive – and content to become even more king in the battle for eyeballs.

Mediavision blogs:

The Swedish gambling market: The upcoming re-regulation, part 2
Today we are delving into consumer preferences vis-à-vis different types of gambling. If we start by looking at monthly reach per gambling type, lotteries and scratch cards currently dominate in KPI “monthly reach”. But, since lotteries as well as […].

Mediavision press releases:

Increasing number of streaming services in Nordic households
The appetite for streaming services among Nordic consumers continuously rises. Today, 5.3 million Nordic households subscribe to at least one video streaming service (SVOD). Also, the number of SVOD subscriptions per household increases […].

Industry news:

Netflix content spend to reach $15B in 2019
Netflix content spending is not expected to slow down. Last year, Netflix spent $12 billion on content, up 35% from 2017. Wall Street analysts expect spending to grow by another 25% this year, up to $15 billion.

IMG inks distribution deal with Altibox
Strive Sport launches linear TV channel and inks distribution deal with Norwegian broadband and TV operator Altibox, the Strive streaming service will also be available through Altibox. Strive Sport will be priced at 79 NOK per month in Norway.

MTG senior management changes
Lars Torstensson to take up position as MTG EVP, Head of Communications & Investor Relations from 19 June 2019. David Boyd has been appointed interim Head of Investor Relations at MTG from 28 January 2019.

Viacom to acquire Pluto TV streaming service
Viacom announced it will buy Pluto TV, which is a free video streaming TV service for $340 million. Viacom sees the purchase of Pluto TV as another way of building a direct-to-consumer business.

UK cinemas report best year since 1970
The British box office enjoyed its best year since 1970 as both local and Hollywood blockbusters kept drawing large audiences. Brits went to the cinema 177 million times during 2018, the highest number since 1970.

Mediavision in the news:

Netflix sitter trygt i salen med sitt tilbud av nye og påkostede satsinger
Kanskje var 2018 det «siste» ordentlig store tv-året for tradisjonelt tv-konsum. Et par skikkelig publikumsmagneter av noen arrangementer, vinter-OL og fotball-VM bidro sterkt til dette.

ATG adopts Nasdaq trading platform to improve pool betting offering
ATG has agreed to adopt Nasdaq’s trading platform in a bid to strengthen its pool betting offering. ATG’s chief product and business development officer, Mikael Backe, said […]

Industry events

  • MIPTV: April, 8-11, Cannes, France

*Events where Mediavision will be presenting