Newsletter 11th of January
11 January 2023
We are back! Hoping that you have had a fantastic holiday and feel ready for a brand-new year – we certainly do. Let’s start 2023 off with the following main topics:
- Holiday Streaming: Big appetite for Nordic video content
- Netflix announces two Danish titles, acquires rights to Norwegian show and more
- YouTube completes deal for NFL Sunday Ticket
- Storytel presents Q4 2022 figures
Holiday Streaming: Big appetite for Nordic video content
During the Christmas holidays, we watch more movies, series, and documentaries than any other time of the year. Focusing on the programming of the streaming services, Mediavision can conclude that to a very high degree the English-spoken content is dominating.
Streaming services in the Nordics are largely dominated by foreign, English-language content. Almost 70 percent of all hours of fiction and entertainment on the SVOD services are of non-Nordic origin. The big libraries of the global SVOD services are mainly built up by international and specifically US content. Nordic programming represents a small share of the total supply. The appetite for local content is, however, greater. Bottom-line, the demand for local content is higher than the supply.
Read up on the full press release here, with commentary from Mediavision’s Senior analyst Natalia Borelius.
This analysis maps and analyses all on-demand content available on streaming services in the Nordics and its impact on consumption, actors, and market dynamics. It focuses on the interplay between supply and demand and thus provides a solid foundation for decision-making within content strategy and related areas.
Netflix announces two Danish titles, acquires rights to Norwegian show and more
Netflix has announced two new Danish productions, coming to the streaming service this year – thriller series The Nurse and a feature film by the name of A Beautiful Life.
Thriller series The Nurse stars Fanny Louise Bernth and Josephine Park and is based on the book by the same name. It covers the true story of the Danish nurse who was convicted of attempted manslaughter of four patients at Nykøbing Falster Hospital. The series is produced by SAM Productions and directed by Kasper Barfoed.
A Beautiful Life is a story about Elliott, a young fisherman with an extraordinary voice who gets the chance of a lifetime when the high-profile manager Suzanne discovers him at a party. Elliott is played by the famous Danish singer Christopher, making it his first-ever leading role. The film is produced by SF Studios, in co-production with Rocket Road Pictures and Mehdi Avaz directs the movie.
In addition, Netflix has has acquired the global rights to the Norwegian crime series Gangs of Oslo (Blodsbrødre). The series is created and directed by Ole Endresen, episodic director of Netflix’s first original series, Lilyhammer, and Young Wallander. Gangs of Oslo is produced by Monday Scripted for Norway’s largest commercial broadcaster TV 2.
And lastly, Netflix has branched out to content that is not meant to be watched laying on the couch. More precisely, fitness classes from Nike training club are now available on the streaming service. The programming offers a range of options for people of all fitness levels, including strength training, yoga, and high-intensity workouts. The fitness classes will be available in multiple languages on all Netflix plans.
The programming has a total of 30 hours of exercise sessions, releasing in two batches. The first batch of fitness classes launched on 30th of December, just in time for some healthy new year’s resolutions. The second batch of programs will launch later this year. If your Netflix account language is Swedish, you need to change it, for instance to English, in order to access the Nike fitness classes.
This analysis covers both the TV- and streaming markets in the Nordic countries. It rests on three pillars: the consumers, the market, and the actors. Analyzing the consumers takes us far – but not all the way. Studying the actors and the market as a whole is just as important.
YouTube completes deal for NFL Sunday Ticket
Sports media investments has been a hot topic lately. Just days before Christmas, a new sports media rights deal was finalized. Google announced a multi-year agreement with the US National Football League (NFL) which gives YouTube TV and YouTube primetime channels the exclusive right to stream NFL Sunday Ticket. NFL Sunday Ticket was launched in 1994 and has, until now, solely been available on traditional cable TV. The new deal will allow YouTube viewers to stream nearly all NFL games on Sundays, except those that air on traditional television in local markets. Games will continue to be available on other channels throughout the week, including Monday night games on ESPN and ABC, and Thursday evening games on Amazon Prime Video.
NFL Sunday Ticket will be available on two of YouTube’s subscription plans. The games will be available as an add-on at an additional fee to the YouTube’s streaming package YouTube TV, or as a separate purchase through YouTube primetime channels. The new partnership reportedly spans over seven-years, kicking off with the 2023 NFL season.
For the fourth consecutive year, Mediavision presents the Sports Analysis. The analysis provides a comprehensive overview of the current Nordic sports rights market and an in-depth analysis of consumer interest, willingness to pay and pay rate. It covers 17 sports and +100 specific sports rights.
Storytel presents Q4 2022 figures
On Monday, Storytel released news on the development for subscriber figures and streaming revenues in Q4 2022. Highlights include:
- Streaming revenues per quarter increased to SEK 742 million in Q4 2022, compared to SEK 605 million in Q4 2021.
- The average number of paying subscribers for Q4 in the Nordic segment was 1.132 million which corresponds to an increase of 84,000 subscribers compared to Q4 2021.
- The average number of paying subscribers in the non-Nordic territories increased with 167,000 subscribers compared to Q4 2021 and amounted to 904,000 in Q4 2022.
The press release stated that in the Nordics, growth was supported by new offerings, including the launch of Storyel Premium and new time limited subscription. The streaming revenues are in line with forecast for Q4 and full year 2022, both for the Nordics and non-Nordic segment.
Mediavision in the News
Tross økonomisk uro ser vi få tegn til at nordmenn vil redusere sine mediekjøp – Kampanje
Report: Strong appetite for local content in Nordics – Advanced Television
Rekord i antalet abonnemang: Vi streamar som aldrig förr – trots snålblåsten – Breakit
Rekordantal digitala medieabonnemang i Norden: ”Aptiten fortsätter att växa” – Dagens Media
Danmark sætter nordisk rekord i at abonnere på streamingtjenester – Mediawatch
Digital Media Subscriptions reach new Nordic record – Broadband TV News
”Lågkonjunktur gör att människor kollar mer tv” – Svenska Dagbladet
Filmfestival: 27-05 January/February 2022, Göteborg, Sweden
Media Summit: 15 March 2023, Stockholm, Sweden **
Radiodays Europe: 26-28 March 2023, Prauge, Czech Republic
MIPTV: 17-19 April 2023, Cannes, France
* Mediavision will attend
** Mediavision will present