Widespread ad block usage among Nordic media consumers, mobile devices not yet conquered

2 June 2016

Ad blocking is a hot topic worldwide and a challenge for publishers and advertisers alike. On a Nordic level, about one third of the population have an ad blocker installed. While ad block usage on PCs is widespread, it has not yet conquered the mobile arena. But usage is expected to increase on all platforms.

Services for blocking ads are becoming increasingly popular among media consumers. Nordic figures by Mediavision show that one third of 15-74 year olds have an ad blocking software installed. Highest usage is found in Sweden, the Nordic country with the most developed AVOD market. Ad blocking on PC is most common, while mobile phone ad blocking is still rather low in comparison. But the availability of ad blocking apps is increasing and usage is expected to rise going forward.

Although ad blocking is widespread, consumers show willingness to accept ads in some cases. According to Mediavision, more than one third of Nordic ad block users turn off the filter software to access protected content from time to time.

– The ad blocking trend is a clear statement from the consumer, current business model needs to be reviewed. Some users do turn off the ad blocker to access content otherwise unavailable, but a majority do not. Regardless of how publishers choose to tackle ad blocking, they need to find new strategies to compensate for reduced advertising revenues, says Torbjörn Axelsson, analyst at Mediavision.

Mediavision follows the development of the emerging streaming market closely.

Pressrelease June 2016