Newsletter 15th of December
15 December 2021
These are the topics we focus on in this week’s newsletter:
- Swedish households’ appetite for audiobook streaming subscriptions surged in 2021
- BritBox to expand across Nordics via C More partnership
Swedish households’ appetite for audiobook streaming subscriptions surged in 2021
The Swedish audiobook market has seen strong subscriber growth in 2021.
During 2021 (until Q3 2021), approximately 120 000 additional households in Sweden have signed up for a subscription to an audiobook service – 14% increase since the beginning of the year. Storytel, the market leader, shows stable household penetration while several of its competitors have grown.
Further, Mediavision recognizes that customers’ reasons for subscribing have shifted throughout the year. Previously, price was the predominant driver, whereas now customers have increased the focus on differences in content offerings between the services. Going forward, this could lead to a less volatile audiobook market, where churn levels may decrease. Today, churn for audiobook services is nearly double compared to streaming services for video and music. Unique, or exclusive, content plays a significant role in this context.
Read the full press release with commentary from Mediavision’s CEO Marie Nilsson here.
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.
BritBox expands in the Nordics via C More partnership
This week, news broke that BritBox, a streaming service operated by ITV and the BBC is expanding to the Nordics via a partnership with C More. The service will be available Sweden, Finland, Denmark via C More and via TV2 in Norway. Pricing details are yet to be disclosed.
BritBox is a joint venture between ITV plc and the British Broadcasting Corporation (and its commercial arm BBC Studios on services outside the UK). BritBox first launched in the US in 2017. The service didn’t launch on its home turf until 2019. At the time of BritBox’s launch in the UK, ITV pledged to invest up to GBP 65 million in the joint venture over the coming two years. While it is unknown how much BBC has investment in the project, top management said that “they plan to invest tens of millions” into original content. With this expansion, BritBox will be available in eight countries (currently available in the US, UK, Australia, and South Africa) – and there are ambitions to expand to a total of 25 countries.
This announcement follows C More’s two-year agreement with Walter Presents, to launch a curated selection of international scripted series across Sweden, Denmark, Norway, and Finland.
The world’s most popular social networks – and who owns them?
Today, more than 4.5 billion people worldwide use some form of social media, representing about 57% of the total global population. The social media audience is both widespread and diverse, regardless – a very limited number of actors own and control a majority of the most popular platforms. For example, Meta owns four out of the five most widely used platforms. This Visual Capitalist infograpgic offers insight into just how concentrated this market is.
Mediavision in the News
Svenskar rusar till ljudböcker – Dagens Industri
Snart betalar en miljon svenska hushåll för en ljudbokstjänst – Boktugg
Vad händer med lägerelds-tv i den digitaliserade världen? – SVT
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 Ups SVOD Sub Base by 350,000 – Media Play News
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