Mediavision: Netflix Growth Not Up to Par with Total Nordic SVOD-Market


20 April 2021

At market close today, Netflix will report its global Q1 earnings. Global paid subscribers – referred to as global streaming paid memberships by the company – will be one area of interest for investors. Based on the ongoing Mediavision consumer analysis, the Netflix Q1 subscriber figures for the Nordic¹ market show a year-on-year growth of 5%. This corresponds to approximately 200 000 new subscribing households since Q1 of last year. According to Mediavision analysis, Netflix now has approximately 4,4 million subscribing households in the Nordics. Hence, the company’s growth is lower than the overall Nordic SVOD market growth (+8% year-on-year). The Nordic countries are all highly digitalized, partly driven by actors such as Netflix. The SVOD penetration as a Nordic average is approximately 60% in Q1. Mediavision analysis points at new actors taking market shares and that Netflix, albeit still the single largest SVOD service, is no longer the front runner in terms of growth.

¹ Denmark, Finland, Norway and Sweden. Iceland excluded.