Newsletter 28th of February


28 February 2024

These are the main topics this week:

  • Rounding off the Q4 earnings season
  • TV2 Denmark drops NFL rights
  • SkyShowtime signs distribution deal for Nordic original
  • Storytel’s AI voice switcher is now available in Sweden


Rounding off the Q4 earnings season


The Q4 earnings season has come to an end. This past week, Viaplay Group and Warner Bros. Discovery’s have presented their Q4 and full-year earnings. Here are a few of the highlights:



  • Viaplay Group’s full year earnings for 2023 were in line with the preliminary figures which the company released back in January.
  • Group organic sales grew 3% in Q4, from 4,670 MSEK to 4,03 MSEK.
  • The net result for Q4 was a loss of SEK 2.9 billion, compared to the loss of SEK 250 million in Q4 2022.
  • During the conference call, CEO Jørgen Madsen Lindemann revealed that Viaplay is planning to release a HVOD tier this year.
  • Viaplay will also take action against account sharing this year. Jørgen Madsen Lindemann stated that “We will let ourselves be inspired by industry colleagues who have launched successful methods against account sharing, which we will roll out already this year.”


Warner Bros. Discovery

  • Warner Bros. Discovery’s net loss in Q4 2023 was USD 400 million, compared with a loss of USD 2.1 billion in Q4 2022.
  • The company reported 97.7 million global direct-to-consumer subscribers, a 2% increase from the previous quarter and a 7% YOY increase.
  • The subscription streaming service Max ended 2023 profitable, with full year adjusted EBITDA of USD 103 million.
  • Max’s advertising tier, currently only available in the US, will be rolled out to 40 international markets by the end of 2024. This was stated by CEO David Zaslav during the earnings call.
  • Shares of Warner Bros. Discovery closed at -10% on Friday after the report, as it fell shy of Wall Street’s expectations.


Insight: Nordic Media & Markets

This analysis 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 biannually.


Expressen releases three new football podcasts


Apple launches a new app for tracking sports scores


Iliad becomes Tele2’s largest shareholder


Vice Media to cut hundreds of staff



TV2 Denmark drops NFL rights


A few weeks ago, the Super bowl LVIII was held in Las Vegas. The Kansas City Chiefs was crowned NFL champions after an overtime victory against the San Francisco 49ers. The event was the most watched telecast so far, with an average of 123.4 million viewers across all platforms. It is a seven percent increase compared to last year’s Super Bowl, which was the previous record at 115.1 million viewers.


In Denmark, the future is now uncertain for NFL fans as the current right holder TV2 has opted out of the broadcasting rights. This means that NFL matches currently cannot be seen on any Danish channels. This is due to TV2’s overall finances and the new 3F Superliga rights that the company has acquired, among other things.



TV2 had originally signed a 3-year contract with the NFL but had an option to get out of the agreement after two seasons, which they have now used.


Frederik Lauesen, Sports Director at TV2 commented that “The primary reason is the round of savings that TV2 went through in the autumn, when we also had to say goodbye to several colleagues. Then we looked through our rights, and as far as sports were concerned, we had an opportunity to save money by terminating our NFL contract. Secondly, although the ratings have been fine without being flashy, the NFL has also been pulled in sales of play subscriptions, and so we just had to admit that it was an easy place to save some money.”


Time will tell if another actor will pick up the NFL rights before the next season starts. If not, Danish NFL fans will have to turn to NFL game pass to access the NFL games. Last year, close to 200 000 15-74-year-olds in Denmark stated interest in watching the NFL. This is presented in Mediavision’s Sports Analysis.

Sports Analysis

For the fifth 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 19 sports and +100 specific sports rights.


Norwegian Dag Johan Haugerud’s Sex wins three awards in Berlin


Moonbug Channel launches on Allente


TV4 tests AI subtitling


Pluto TV exclusively premiers second season of Paradise



Skyshowtime to release ad-supported tier


Streaming service Skyshowtime has signed its first distribution deal. The deal is for the streamer’s first Nordic original series, Codename: Annika, which premiered on Skyshowtime in September last year.

The international sales rights for the Swedish-Finnish drama series have been acquired by Mediawan Rights. The company will take on the distribution of the series outside of SkyShowtime’s markets, as well as second window rights within Skyshowtime’s existing markets.

“Our partnership with Mediawan Rights marks our first distribution deal and highlights the strength and caliber of SkyShowtime Original Series, as well as the demand for our original programming worldwide,” comments Kai Finke, Chief Content Officer, SkyShowtime.

Managing Director of Mediawan Rights, Valérie Vleeschhouwer commented that “We are proud to add this SkyShowtime Original Series to our distribution line-up, enriching Mediawan Rights’ catalogue and strengthening our international development strategy. With a distinctive aesthetic, captivating storytelling, and a strong female leading role, we are convinced that this high-end series will meet current market expectations worldwide.”

Mediawan Rights is the distribution arm of the France-based Mediawan, which also sells shows such as the TV series remake of Zorro and drama series Sphinx.

Insight: Nordic TV & Streaming

 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.


Storytel’s AI voice switcher is now available in Sweden


Yesterday, the voice switcher feature was launched on Storytel in Sweden. It allows users to switch between several different voices when listening to audiobooks on the platform. One of the selectable voices is an AI version of Stefan Sauk, a well-known actor and narrator in Sweden.

The voice switcher is made possible by an AI powered voice generating technology that Storytel has developed in collaboration with ElevenLabs. According to Storytel, the voice switcher is an innovation that aims to solve the basic audiobook problem of different users having different tastes in narration.


“Storytel’s Voice Switcher is an innovation aimed at addressing a fundamental audiobook problem: Different users have different preferences regarding the narrator’s voice. A whopping 89% of Storytel’s listeners have at some point abandoned a book not because the book was bad, but because the voice did not suit them. Innovating a solution to that problem benefits the customers, the authors, and the publishers”, says Johan Ståhle, Chief Product Officer at Storytel.


The voice switcher feature is now available on 25 selected titles Swedish titles, and users can choose between five different voices narrating the title.

Insikt: Ljudmarknad

This analysis provides in-depth understanding of the entire audio market – including audiobooks, music, podcasts, and radio. The analysis focuses on the digital transformation of both listening and consumer payments, on both aggregated and actor specific levels.

Mediavision in the News


Mediavision: Growing demand for local content in the Nordics – Broadband TV News


Mediavision: Ad-Supported SVOD Gaining Traction in the Nordics – Media Play News


Mediavision: Starkt intresse för HVOD i Sverige – Dagens Media


Efterspørgslen på nordisk tv-indhold stiger men udbuddet kan ikke følge med – Mediawatch


Sweden: Interest growing in ad-supported streaming – Advanced Television


Svenskar vill se mer svenskt på streamad tv – Sveriges Radio


Illegal affär kostar filmindustrin miljarder – Dagens PS


Var fjärde svensk strömmar olaglig tv – SVT


Kan bli det store gjennombruddet for denne typen TV-abonnement – Kampanje


Mediavision: Digitala ljudtjänster tar andelar på ljudmarknaden – Radionytt


Return of media piracy fuelling other crimes, expert says – Yle


Krisen i tv-branschen fortsätter – nu ökar piratkopieringen – Aftonbladet


Industry Events


MIPTV: 15-17 April 2024, Cannes, France


* Mediavision will attend
** Mediavision will present