Newsletter 24th of March: 2 Million Nordic Households Subscribe to a Digital Newspaper


24 March 2021

The digital transformation of print media – news and magazines – has so far been a bit slower than what we’ve seen for audio and video. There are also variations in terms of how far digitalization has come between different text media categories. Mediavision follows this development closely and we see a market where overall digital subscriptions are increasing rapidly.

The Nordic news media market has, for quite some time, been struggling with a challenging combination of both decreasing ad revenues and high digitalization costs. However, when it comes to subscription revenues, digital growth has somewhat mitigated the decrease in print revenues. But as long as the cost for the printed edition remains (paper, print, distribution etc.), there are several forces in play offsetting the rewards of the digitalization.


Examining the total Nordic market, Mediavision analysis points at approx. 2 million households (17%) subscribing to a digital newspaper fall 2020. This can be compared to 2,4 million households paying for a printed newspaper subscription. Or, for that matter, 6,5 million households paying for a streaming video service.

Norway is taking the lead with 30% subscribing to a digital newspaper. A fairly high degree of subscriptions to digital tabloids is contributing. Sweden and Finland are lagging but still ahead of Denmark (8% of the households subscribing).

We can expect more initiatives from the media houses to further accelerate the digitalization of the newspaper industry. Likely, the tipping point is close for the traditional “paper” subscription as the cost of paper, printing and distribution simply makes subscription costs too high for most households.

Industry News

Conflict Between Telia & NENT Continues

In Norway, Telia and NENT are yet to reach an agreement regarding Telia customer’s access to NENT’s channels. The channels have been unavailable to Telia customers since 1st of March. The conflict involves pricing and packaging options for consumers.

Paramount+ Pushes S-SVOD Launch

The original plan of launching Paramount+ as a standalone SVOD-service on the 25th of March has been pushed to April. Instead, the revamped service will initially be launched via partnerships.

New Premiere Watching Record for Disney+

During its opening weekend of March 19-23rd, the Marvel Studios series The Falcon and The Winter Soldier ranked as the most watched series premiere ever on Disney+. It was also the most-watched title in general for the same period on a global basis.

IKEA Turns Catalogue into Podcast

After 70 years, IKEA will stop publishing its printed catalogue. As part of IKEAs heavier emphasis on digital marketing and sales, the final (2021) edition will be distributed as a four-hour podcast.

Cineworld and Warner Bros in Exclusive Deal

Upon the reopening of Cineworld Groups theatres in April, the company has entered an exclusive agreement with Warner Bros, which entails theatrical window exclusivity for the studio’s films from 2022 in the US.

VG Launches Publishing House

Norwegian Verdens Gang is investing in the book market and will as such launch a publishing house in collaboration with the influencer management agency Max Social, wholly owned by VG. Max Social manages profiles such as Marcus & Martinus.

ViacomCBS Raising USD 3 Billion

To bolster its push into streaming, ViacomCBS said on Monday that it will take to market USD 2 billion in Class B common stock and USD 1 billion in Series A Mandatory Convertible Preferred Stock. Paramount+ was relaunched in the US earlier this month.

Mediavision in the News

Report: Password sharing lost Nordics SVoD €250m in 2020

Until very recently, password sharing has not really been a major issue – at least not publicly. However, this seems to have changed as Netflix recently took it upon itself to combat password sharing.

Swedish audio streaming market value rises 13% in 2020, radio advertising down 9%

The Mediavision consultancy said that the Swedish market for digital music and audio book streaming expanded by 13 percent or by SEK 400 million year on year in 2020, caused by the Covid-19 pandemic.

Report: Nordic fiction highly valued by SVoDs

Nordic fiction has a strong reputation on global streaming services. Titles like Home for Christmas and The Rain on Netflix, and Björnstad and Beforeigners on HBO Nordic have been well received by both critics and audiences alike, reports Mediavision.

Vi har Netflix, HBO og Disney+: Alligevel ser danskerne hvert år 19 millioner film ulovligt

Ulovlig streaming og download kan give hackere adgang til alt fra dine kreditkortoplysninger til private billeder.

Disney Plus passerar målsnöret tre år i förväg – har 100 miljoner kunder

Streamingtjänsten Disney Plus har nu passerat över 100 miljoner betalande prenumerationer världen över. Vid lanseringen i slutet av 2019 var målet att nå mellan 60-90 miljoner abonnenter till 2024.

Amazon Prime satsar i Sverige

Netflix, HBO Nordic, Viaplay och de andra får se upp när en ny spelare på den heta strömningsmarknaden gör entré. Amazon Prime Video satsar nu stort i Norden med ett brett utbud av film och tv-serier.