Local players strong in the Nordics, Netflix and Amazon dominate EU market

20 March 2019

Local online video actors are particularly strong in the Nordics compared to the European market. Mediavision has found that Netflix and Amazon combined holds roughly a 40 percent share of all Nordic online video subscriptions. This week we are zooming in on Netflix and Amazon’s position in the Nordics vs the rest of Europe.

Mediavision has found that in the streaming-heavy Nordic region Netflix and Amazon Prime Video’s combined share of online video subscriptions sums up to 39 percent. Comparatively, according to a recent report by Kagan, Netflix and Amazon Prime Video holds a much more dominant share of 72 percent on the European market.

Amazon Prime Video & Netflix share of subscribers, Nordics and Europe, 2018
Netflix and Amazon’s dominant position on the European market as opposed to the Nordics can be attributed to several factors. For instance, Amazon Prime Video has not been available on the Nordic market for as long as its competitors. Thus far, Amazon Prime Video make up a miniscule share of Nordic subscribers in comparison to Netflix.

Also, local actors in the Nordics are challenging the likes of Netflix. For comparison, MTG-owned Viaplay outsizes Amazon Prime Video many times over with its nearly 1.3 million subscribers and has grown its base of users steadily over the last couple of years.

On the global market, competition will ramp up even further during 2019 as several major players are preparing the launch of video streaming services on a global scale. 2019 is set to become a very exciting year, Mediavision is following the development closely.

Mediavision blogs:

Who will win the Nordic streaming war?
Competition on the Nordic streaming market is ramping up with several new services about to launch. Content investments are escalating and only partly offset by price increases. In the US, Netflix recently announced +13-18% on subscription fees.

Mediavision press releases:

Household media spend on the rise
Swedish households continuously spend more money on media services. During 2018 an average Swedish household spent 450 SEK per month on media subscriptions. The appetite for video services remain high, video spend has increased by […].

Industry news:

Disney closes 21st Century Fox deal
The Walt Disney Company says its acquisition of 21st Century Fox will become effective as of March 20. The deal encompasses 21st Century Fox’s film production business, Endemol Shine Group, FX Productions among many others.

Fragbite has been announced as the Sweden-exclusive broadcaster of the Counter Strike: Global Offensive tournament Blast Pro Series. The first broadcast will take place on March 22 on Fragbite’s Twtich channel.
The Spanish-Japanese streaming service Rakuten TV is launching in 42 European countries, including Sweden. The service brands itself as a compliment to the likes of Netflix and HBO rather than a competitor. The launch is expected this summer.
Spotify CEO Daniel Ek announced in a blog post that Spotify has filed a complaint against Apple with the European Commission. The reason being Apple’s 30% tax on purchases made through its payment system, which Ek argues contributes to an unfair playing field.
Ericsson is to build TDC’s 5G network in Denmark following a recently signed deal. The deal also includes TDC’s current 4G LTE network. News agency Ritzau notes that in 2013 TDC chose Huawei over Ericsson, this time it’s the other way around.
NBCU and Sky will offer joint packages of ad services, a new effort to monetize Sky which was recently acquired by Comcast in a $39 B deal. Advertisers will be able to target customers in international markets as well as the US.
The Danish gambling sector has agreed on restrictions regarding advertising. The number of TV gambling ads is to be reduced significantly. A dialog with the commercial TV broadcasters to decide on how to move forward will be initiated shortly.
Disney’s superhero blockbuster Captain Marvel soared past the competition at the US box office, bringing in $69 million in its second weekend of release. Captain Marvel has surpassed $265 million in US ticket sales, and is on pace to join the $1 billion club.

Mediavision in the news:

Netflix satsade 2018 mer på innehåll än Hollywood-giganterna. Konkurrenten Amazon trappar även de upp sina investeringar och under 2019 gör Disney en påkostad entré […].

Industry events

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

*Events where Mediavision will be presenting