Newsletter 4th of March: Nordic Fiction on the Rise


4 March 2021

Nordic fiction has a strong reputation, also on global streaming services. Titles like Home for Christmas and The Rain on Netflix, Björnstad and Beforeigners on HBO Nordic have all been very well received by both critics and audiences. However, local services such as Viaplay, C More and public service all have a considerably larger supply of Nordic fiction. The genre is highly valued – certainly by the viewers, but also as an important retention tool.

In 2020, more than 70 Nordic original drama series, documentaries or movies were launched by the top streaming services in the region – Netflix, HBO, Viaplay, C More and Discovery+. 2021 will be just as eventful – +70 new Nordic originals have been announced to premiere this year.

Looking at the global services, Netflix has launched 13 Nordic titles in 2020 and 17 new Nordic originals are to be premiered this year. HBO Nordic has so far released four Nordic originals and another four are announced for 2021.

If we instead turn towards the local services, Viaplay is the frontrunner with more than 60 titles released in 2019-2020. This year, at least 40 series are to be premiered (albeit not limited to Nordic productions since e g the Faroese drama Trom is included). Telia’s Cmore has announced 12 originals for 2021, while Discovery+ so far has communicated four new Nordic original titles (including for example Udda veckor).

New Nordic titles in 2021: Kamikaze (HBO), Snabba Cash (Netflix)

This week we also noticed that Amazon Prime Video entered the fray, now with a Nordic user interface. The company highlighted the importance of local content as a competitive edge. And on March 25, Paramount+ will be re-launched as a standalone offer in the Nordics, also stating the importance of local content. Also, Disney communicated that European – or even Nordic – content will be produced for its’ streaming service going forward.

All in all – for the SVOD households, as well as for the production industry, this means that 2021 will be yet another record year in terms of Nordic fiction. The underlying reasons? An intense competition over SVOD subscribers (new ones or those looking for service number two or three) and to fight churn (original drama as a retention tool).

PS! We have now published this year’s edition of the Mediavision Nordic Media Industry Outlook. Send an email to to get your personal copy.


Streaming Top 3 in the Nordics: February


Industry News

Spotify Intends to Raise USD 1,3 Billion

Following its announcement to launch in 85 new markets, Spotify intends to raise USD 1,3 billion by issuing a bond of senior, unsecured bonds maturing in 2026, offered solely to institutional investors.

Danish Podimo Raises DKK 80 million

In the third capital acquisition round since the launch approx. a year and a half ago, Danish podcast actor Podimo has raised DKK 80 million from investors. The funds will be used for marketing, content and hiring new employees.

Netflix Launches Fast Laughs

A new feature, so far only available on iOS, has been rolled out on Netflix. The feature, called “Fast Laughs”, presents a feed of short clips from shows in Netflix’s catalogue – with striking resemblance to TikTok.

Storytel-owned Norstedts Reports Profits

In 2020, the Storytel owned publishing house Norstedts recorded revenues of SEK 149,9 million, with profits of SEK 44 million. In 2016, Storytel acquired Norstedts for SEK 150 million.

Norwegian Telia Customers Looses NENT

Telia’s 470 000 Norwegian TV customers will no longer be able to view channels from NENT and the Viaplay streaming service, after negotiations for a new distribution deal fell through on Monday.

The Crown Wins Big at Golden Globes

Netflix’s drama The Crown scored 4 awards on the 78th Golden Globe Awards, held on Sunday night. Further, Schitt’s Creek scored two awards – while Amazon’s Borat Subsequent Moviefilm won best comedy and Netflix’s The Queens Gambit scored 2.

US Music Streaming Cross USD 10 BN Mark

According to a report by the Recording Industry Association of America report, US recorded music revenues grew 9.2% in 2020 to USD 12,2 billion at estimated retail value. This marks five consecutive years of growth for the industry.

Mediavision in the News

Amazon Prime satsar i Sverige

Netflix, HBO Nordic, Viaplay och de andra får se upp när en ny spelare på den heta strömningsmarknaden gör entré. Amazon Prime Video satsar nu stort i Norden med ett brett utbud av film och tv-serier.

Close to 70% of Swedish Watch Online Video on a Daily Basis

2020 turned out to be a year of new records for the streaming services in Sweden. More people than ever are paying for video streaming services, while viewing reaches new top levels.

Nordic region SVoD penetration lingers at 33% among viewers over 60 in autumn 2020

Swedish consultancy Mediavision said there is still room for the SVoD market in Scandinavia to expand, as only 33 percent of the over-60 age group was paying for a video service in autumn 2020.

Disney höjer priset – jagar Netflix

Från 0 till 95 miljoner kunder på drygt ett år. Nu ska Disney plus på allvar jaga Netflix i Sverige. Samtidigt lurar nya konkurrenter i bakgrunden.

Fler överger tryckta medier än digitala

Benägenheten att säga upp sitt abonnemang var högre för tryckta medier än för digitala under det fjärde kvartalet i fjol, enligt analysföretaget Mediavisions medieanalys för perioden. Det är tvärt emot hur det brukar se ut.

Tidningarna möter en helt annan konkurrens

Färska siffror från Mediavision visar att den potentiella churnen för digitalt är betydligt mindre än för print. Marie Nilsson, vd på Mediavision konstaterar att de digitala prenumerationerna ökar och är på tillväxt.

Netflix meets its match in Nordic minnow Nent

Propelled by the pandemic, the number of subscribers to internet video services in western Europe last year overtook pay-TV customers for the first time. Yet European media companies are not celebrating this milestone.

Streaming records for Sweden

According to Mediavision, the covid-19 pandemic has had “substantial effects” on the state of the streaming market in the Nordic country and that it has “accelerated the digital transformation.”

Swedish streaming market records 2020 record

Viewing to Swedish streaming services scaled new heights in 2020, according to the Stockholm-based Mediavision consultancy.

Swedish VoD penetration reaches 70% in Q4, up 10 percentage points year on year

Use of streaming services in Sweden increased substantially in 2020, despite a slowdown in growth in the first quarter, according to consultancy Mediavision.

Netflix nådde en ny milstolpe med 200 miljoner abonnenter

Kombinera hitserier som The Queen’s Gambit och Tiger King med ett år av självisolering, så får du ett vinnande koncept. Netflix publicerade i veckan sina siffror för det fjärde kvartalet och kunde rapportera att de nått en ny milstolpe.

Rejäl tillväxt på den svenska streaming-marknaden under pandemiåret

Streamingtjänsterna för video växte rejält i Sverige i fjol – både i betalande kunder och antalet tittare. Det visar Mediavisions analys av 2020.

Nordic monthly media spending reaches EUR 70 in autumn, little changed from before pandemic hit

The Covid-19 pandemic has not reduced Nordic consumers’ media spending so far, according to Swedish consultancy Mediavision.

Spotifys stora skifte: ”Behövde en ny story”

Spotify har hittills lagt över 8 miljarder kronor på att bli världsledande på poddar i bolagets största strategibyte sedan starten. Varför vill den svenska tech-jätten få dig att lyssna på annat än musik?