Newsletter 20th of December
20 December 2023
2023 is coming to an end, which means this is our final newsletter of the year. We want to wish you all a merry Christmas and a happy new year. We will be back with more news from the media industry in 2024!
These are the main topics this week:
- Mediavision: Nordic video market is approaching 10 billion in revenue
- Top Nordic titles from Netflix’s engagement report
- Meta’s Twitter rival Threads is now live in the EU
Mediavision: Nordic video market is approaching 10 billion in revenue
The total Nordic video market is expected to reach EUR 9.8 billion for the full year of 2023. The total market has grown two percent per year over the past four years, excluding currency effects (fixed to 2019). If this growth rate remains, the market will surpass EUR 10 bill in 2024. The Nordic video market includes both advertising and paid subscriptions for broadcast and online, as well as cinema and public service.
Digital video services such as SVOD (subscription video on demand), TVOD (digital rental video) and AVOD (advertising-based video on demand) have all grown 10 percent yearly over the past four years. Growth has more than compensated for the two percent yearly decline in traditional broadcast TV revenues during the same period. The findings are presented by Mediavision and based on consumer research, market data and company reports.
Read up on the full press release here with commentary from Mediavision’s senior analyst Fredrik Liljeqvist.
New version published! 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.
Top Nordic titles from Netflix’s engagement report
Last week, Netflix revealed extensive viewing data for the first time. It was presented in an engagement report, which contained viewing data per title from January through June this year. Previously, Netflix has been criticized for lack of transparency as they only have presented viewing data for selected titles, but now, viewership data has been presented for 99 percent of its library, which corresponds to over 18 000 titles.
Mediavision has looked deeper into Netflix’ own productions of Nordic titles presented in the engagement report. The Norwegian movie Viking Wolf was the most viewed Nordic Netflix title in the first half of 2023, with a total of 67 500 million hours viewed. In the chart below, you will find the 10 most watched own produced Nordic titles presented in the report.
Netflix is the market leader in own produced Nordic content among the global services. The streaming service holds a total of 65 Nordic titles which are own production, and most of those (59) are fiction series or movies. In 2023, Netflix has released 16 new Nordic titles, or a new season of an existing series, all of which are fiction. However, Netflix’s first Nordic reality show will soon premiere as Love is Blind: Sweden is coming to the platform January the 12th. This indicates that there may possibly be more unscripted local content from Netflix in the future, which would lead to a more even genre distribution between fiction and entertainment on the platform.
More on Netflix and other streaming service’s content is presented in Mediavision’s newly published Content Analysis. This analysis provides an in-depth insight into the relation between supply and demand on the Nordic streaming market. Content supply data from 30+ streaming services is synthetized with Mediavision’s unique consumer data to provide key insights for strategic decision making on content strategies, content acquisition, partnerships and more. For more information regarding this analysis, please contact firstname.lastname@example.org.
New version published! 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.
Meta’s Twitter rival Threads is now live in the EU
In July, Meta’s Twitter rival Threads launched in the US and 100 other countries. Now, five months later, the social media platform has launched in the EU, making the app available for the nearly half a billion people residing in the EU.
The delay of the EU launch is said to be an effect of the recent introduction of Digital Markets Act, a legislation that is designed to ensure a higher degree of competition in European digital markets by preventing large companies, such as Meta, from abusing their market power. Although Meta hasn’t named the regulation directly, but the head of Instagram, Adam Mosseri, has blamed the delay on “the complexities with complying with some of the laws coming into effect next year.”
When launched this summer, Threads broke the record to become the fastest-growing app of all time. 100 million users signed up to the new social media platform in less than a week. Despite its successful launch, a report from CNBC has suggested that Threads has struggled to retain users during this fall. No official number of user additions has been communicated since the EU launch of Threads.
Mediavision in the News
Nordisk tv- og streamingmarked nærmer sig milepæl for omsætning – Mediawatch
Report: Nordic video market approaching €10bn in revenue – Advanced Television
Streaming subs in Nordics approach 20 million – C21 Media
Mediavision: Digitala ljudtjänster tar andelar på ljudmarknaden – Radionytt
Return of media piracy fuelling other crimes, expert says – Yle
Experterna: Medierna som går framåt när ekonomin viker – Dagens Media
Krisen i tv-branschen fortsätter – nu ökar piratkopieringen – Aftonbladet
Tittarna accepterar medioker tv när de inte behöver betala – Expressen
Köp av medietjänster ökar: ”Ett hyfsat billigt nöje” – SR
Summerat: Svenskarnas kontodelning kostar en miljard – Tidningen Näringslivet
Trots tuffa tider för hushållen – många fortsätter betala för strömningstjänster – SVT
MIPTV: 15-17 April 2024, Cannes, France
* Mediavision will attend
** Mediavision will present