Newsletter 8th of December
8 December 2021
While keeping you updated on the latest news and trends in video, text and audio, this week’s newsletter from Mediavision dives deeper into these stories;
- Spotify undisputed champion of podcast listening in the Nordics
- Digital advertising experiencing ‘fastest growth in the history of advertising’
- NENT unveils plans for launch in the Netherlands
- Discovery in action
Spotify undisputed champion of podcast listening in the Nordics
Last week, the 2021 edition of Spotify Wrapped – the feature that shows your favourite songs, artists, and genres of the year – was on everybody’s lips (and social media stories).
These were the most popular podcasts on Spotify in each respective Nordic country in 2021.
In recent years, more and more people across the Nordics have migrated to Spotify for listening to podcasts – not only music. Mediavision’s most recent figures on podcast listening in the Nordics are from fall 2021 and conclude that Spotify is the undisputed champion. Among 15-74-year-olds in the Nordics who listen to podcasts daily, 43% choose to listen via Spotify. This figure is significantly higher than for the runners-ups– public service (20%) and Apple podcasts (18%).
Mediavision’s Insight: Nordic Media & Markets tracks the progress of individual and household payments per service and actor, as well as overall media expenditures. The primary focus is mapping out the allocation of expenditures across audio, video, text, and access. Published bianually.
Digital advertising experiencing ‘fastest growth in the history of advertising’
This Monday, Group M released its year-end industry growth forecast. The report shows that digital advertising is set to grow 31% in 2021 and account for 64% of all advertising this year. Outside of China, the triopoly (Alphabet, Amazon, and Meta) made up more than 50% of total ad revenues this year.
As of December, a total industry-wide growth rate of 22.5% is expected for 2021 – totaling approximately USD 763 billion. Group M say that “it’s possible that this is the fastest growth in the history of advertising”.
Group M estimates growth in 2022 to +9.7%, which is an increase from previous estimates.
The global TV industry (not including US political ads) is expected to grow 11.7% this year—following a drop of 13.7% last year. This year, TV will make up 21% of total advertising revenue. However, Group M predicts that TV won’t return to 2019 levels until 2023. Post that, growth is expected to be “generally flat” in most markets.
The Nordic advertising market also grew significantly this year. In the first half of 2021 (January to June), the Nordic advertising market had a turnover of EUR 4.6 billion according to IRM. This corresponds to a growth of 17.6% (adjusted for exchange rates) – which is his is the strongest growth yet measured by IRM.
NENT unveils plans for launch in the Netherlands
On March 1st 2022, NENT will continue its expansion of the Viaplay streaming service to yet another country – marking the 11th country for Viaplay’s expansion, with at least five further markets to be added by the end of 2023.
This time, the Netherlands is in focus. Viaplay will be available to Dutch viewers as a single package priced at EUR 13.99 per month and will be available through distribution partners such as VodafoneZiggo and KPN, in addition to direct subscriptions. Viaplay’s Dutch content offering will include premium live sports (including the Formula 1), Viaplay Originals, Hollywood film and series, and kids content.
Discovery in Action
Discovery has been surrounded by a lot of buzz this week.
First, rumours had it that British telco BT’s protracted GBP 600 million sale of its sports channels to streaming service DAZN could be off after it emerged the telco was in separate talks with Discovery. Reportedly, Discovery has offered to create a joint venture with BT. Supposedly, BT will decide on whether to make an outright sale of BT Sport or to partner with Discovery by the end of this year.
Secondly, Democrats in Congress sounded antitrust alarms in relation to the proposed USD 43 billion merger of Discovery and WarnerMedia this week, calling for the Justice Department to examine the transaction on antitrust grounds. In a letter sent to Attorney General Merrick Garland and Justice Department antitrust chief Jonathan Kanter, the legislators asserted that further consolidation in media will hurt competition in Hollywood’s labour market and result in less content diversity. Further, the letter raised concerns that employees lose out when two formerly separate and large employers become one.
Lastly, and no doubt most straight forward, Discovery announced a development deal for a slate of new original series to be produced for Discovery Plus by Group Nine. Discovery is one of the founding investors in Group Nine and has already licensed some Group Nine programming for the service.
Mediavision in the News
Marie Nilsson: ”Spenderarbyxorna har gjort barnhushållen högintressanta” – Dagens Media
Spelvärlden biljett till en yngre publik – Dagens Media
Daniel Eks gratis-flört borgar för en ny jättemarknad – DI Digital
Sweden stacks SVODs with 350,000 new subscriptions in 12 months – TBI
Sweden Ups SVOD Sub Base by 350,000 – Media Play News
Sporträttigheterna: ”Fler aktörer kommer att konkurrera” – Journalisten
Ilta-Sanoma, PlayPilot launch streaming guide in Finland – Rapid TV News
The Future of TV Advertising Global: 8-9 December 2021, London
Berlin Film Festival and European Film Market: 10-20 February 2022, Berlin, Germany
CTAM Europe Executive Management Programme: 20-25 March 2022, Fontainebleau, France
MIPTV: 4-6 April 2022, Cannes, France
NEM Dubrovnik: 6-9 June 2022, Dubrovnik, Croatia
* Mediavision will attend
** Mediavision will present