Newsletter 7th of April: Amazon Prime Video – Another Giant Now Launching a Nordic Service
7 April 2021
Although Amazon Prime Video has been available to the Nordic households for over four years, it has not been able to compete with the other US based SVOD brands, nor with the local ones. However, in March Amazon was relaunched with a new, local Swedish profile. According to the advertising campaign “Streaming is believing” – soon we’ll know if that is true also for Amazon.
Following the launch of the local Swedish retail service Amazon.se last fall, the global giant has also relaunched its SVOD service Amazon Prime Video. As of March 1st, the launch implied a “more local focus”, including the content itself as well as the user interface and more subtitles. It has also been hinted that local original productions might be in the pipeline.
Looking at the current library, Amazon has the largest quantity of content in the Nordics. By being the lowest-priced SVOD service in the market, Amazon actually offers the lowest cost per unit, based on number of titles. A monthly subscription of Amazon in Sweden today amounts to 65 SEK. This means that Amazon offers 77 titles per SEK in Sweden. As a comparison, the Netflix library gives 53 titles per SEK, scoring second-best in cost per unit.
However, despite its’ huge library and low price, Amazon has not managed to gather any larger group of subscribers in the Nordics. At least not until recently. Mediavision Fall Analysis 2020 pointed to a result lower than 500,000 paying subscribers in the four Nordic countries, after four years of market presence. There is likely a strong connection between the growth of the SVOD service and Amazon’s e-commerce. This also explains why Amazon has now adapted and launched both of these in Sweden. Mediavision is soon to release Q1 figures, including the Amazon subscriber base.
Netflix Original Releases Down 12%
The pandemic’s effect on content production is now evident. The number of originals Netflix has released so far in 2021 has declined 12% compared to 2020. Licensed titles has dropped even more, reflecting other studios pulling content back for their own services.
Clubhouse Introduces Payments
Clubhouse has introduced a payment option allowing users to send money directly to creators. Clubhouse does not profit from this, but users will be charged processing fee, going directly to the app’s payment processing partner.
“Godzilla vs. Kong” Scores Big in Box Office
WarnerMedia’s latest blockbuster “Godzilla vs. Kong” played in box office revenue of USD 48.5 million in its first five days in theatres, despite being available for streaming at no extra charge on the HBO Max streaming service.
Online Video With Strong Growth in India
According to Omida, Netflix and Disney+ Hotstar accounted for 50% of all SVOD subs in India in 2020, and almost 80% of subscription revenues in the country. Online video subs revenue grew by 142%, with SVOD revenues rising to USD 639 million in 2020.
Mediavision in the News
Nordic families preferring Disney+ over Netflix
New analysis by Stockholm-based consultancy Mediavision has found Disney+ already has a “very strong” position among families with children.
Därför hotar vågen av strömningstjänster den klassiska tv-serien
I april lanseras ytterligare en strömningstjänst i Sverige: Paramount+. Antalet strömningstjänster har exploderat dom senaste åren – och frågan är vad det gör med innehållet.
”Ska riva ned varenda betalvägg som finns”
De revolutionerade poddmarknaden – och skapade ett miljardbolag. Nu vill entreprenörerna bakom Acast förpassa betalväggar till internets kyrkogård.
Swedish audio streaming market value rises 13% in 2020, radio advertising down 9%
The Mediavision consultancy said that the Swedish market for digital music and audio book streaming expanded by 13 percent or by SEK 400 million year on year in 2020, caused by the Covid-19 pandemic.
Report: Password sharing lost Nordics SVoD €250m in 2020
Until very recently, password sharing has not really been a major issue – at least not publicly. However, this seems to have changed as Netflix recently took it upon itself to combat password sharing.
Vi har Netflix, HBO og Disney+: Alligevel ser danskerne hvert år 19 millioner film ulovligt
Ulovlig streaming og download kan give hackere adgang til alt fra dine kreditkortoplysninger til private billeder.
Disney Plus passerar målsnöret tre år i förväg – har 100 miljoner kunder
Streamingtjänsten Disney Plus har nu passerat över 100 miljoner betalande prenumerationer världen över. Vid lanseringen i slutet av 2019 var målet att nå mellan 60-90 miljoner abonnenter till 2024.
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.
Report: Nordic fiction highly valued by SVoDs
Nordic fiction has a strong reputation on global streaming services. Titles like Home for Christmas and The Rain on Netflix, and Björnstad and Beforeigners on HBO Nordic have been well received by both critics and audiences alike, reports Mediavision.
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.
CTAM Europe Executive Management Programme: 6-11 June 2021, Fontainebleau, France
NEM—New Europe Market: 7-10 June 2021, Dubrovnik, Croatia
MWC Barcelona: 28 June-1 July 2021, Barcelona, Spain
Série Series: 30 June-2 July 2021, Fontainebleau, France
Cannes Series: 9-14 October 2021, Cannes, France
MIP TV: 12-14 April 2021, Online
MIPCOM: 11-14 October, Cannes, France
*Mediavision will attend
**Mediavision will present