Newsletter 17th of August


17 August 2022

We are back! The topics for this first newsletter post summer holidays are:

  • Norwegian players flood into Serie A – but who will score the right?
  • Highlights from Disney’s FQ3 report
  • YouTube prepares to branch out


Norwegian players flood into Serie A – but who will score the right?


Whereas the season for domestic top tier football in Norway has passed half-time and Discovery’s time as rightsowner is coming to an end (TV 2 Norway will be the new rightsowner as of next season) – the large European leagues are commencing this year’s seasons. Few football fans in Norway have missed that the immensely popular (and expensive) right to air Premier League has shifted owner from TV 2 Norway to Viaplay this season.


In the recently published 2022 edition of Mediavision Sports Analysis, Mediavision can conclude that football is still undisputedly the most popular sport to watch via TV or streaming in Norway, 28% of 15-74 -year-olds state an interest to do so – strongly impacted by the Premier League. However, there is one major league with a strong legacy that today stands without a rights holder in Norway – namely the Italian top-tier Serie A. As of Spring 2022, 4% of the Norwegian 15-74-year-olds express an interest in Serie A. That figure is quite modest compared to other high-profile football leagues, but still higher than for example the Rema 1000 Ligaen (handball).



Regardless, we expect interest for Serie A in Norway to increase vastly going forward as the number of Norwegian players in the league virtually has exploded in the last couple of years, including for example Leo Ostigard (pictured), Kristian Tthorstvedt and Erik Botheim. This makes the question of who will acquire the Norwegian rights to Serie A even intriguing. Will one of the already established players grab the right, or will a new actor enter the Norwegian market? In Sweden and Finland, Telia currently holds the right, in Denmark it is TV 2 Denmark.


Mediavision closely tracks the Nordic market for sports rights in TV and streaming – and provide the insights and data needed to make informed decisions within rights management. Contact us today for more information on the Mediavision Sports Analysis 2022.

Sports Analysis 

For the fourth 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 17 sports and +100 specific sports rights.

Altibox and TV 2 have resumed negotiations


Warner Bros. Discovery shift focus back to cinemas


US pay-TV market lost 1.9 million subs in Q2 2022


Danish Creatives make progress with streamers over remuneration


Viaplay resume production of Danish original content



Highlights from Disney’s FQ3 report


  • Disney has now officially surpassed Netflix in total number of subscribers by reaching 221.1 million across its three (Disney Plus, Hulu and ESPN Plus) streaming platforms at the end of its FQ3. While Netflix lost fewer subs than expected in Q2 2022, the company encompasses 220.6 million subscribers today. Disney said that its Disney Plus streaming platform alone added 14.4 million subscribers in April through June period. The company also reaffirmed its target that Disney Plus will achieve profitability by 2024.
  • While Disney has surpassed Netflix globally, the latter still has a significant edge on the former in the Nordics, where Hulu and ESPN Plus are not available. Mediavision’s Spring 2022 analysis of the Nordic market concluded that Netflix remains the undisputed champion of the Nordic SVOD market with more than 4 million subscribing households (15-74-year-olds), while Disney Plus places outside of the top three at fourth largest.
  • Disney guided down its cash content spend for the full year of 2022 to USD 30 billion from the previous USD 32 billion target (which itself has been revised down from USD 33 billion).
  • Disney will launch its AVOD tier on December 8thin the US. The launch will be accompanied by price hikes. The AVOD tier will be priced at the current subscription rate of USD 7.99, while the ad-free tier (which is currently USD 7.99 per month) will rise to USD 10.99 per month.

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.

Walmart to offer Paramount+ to members


Apple TV Plus scores big at HCA TV Awards


Spotify tests new website to sell concert tickets directly to fans


Less than 1% of Netflix users are playing games on the service


Viaplay stock up on factual in global Beyond Rights deals



YouTube prepares to branch out with streaming channel store

Reports have surfaced this week stating that YouTube is set to launch its own video streaming channel store. The service, or store, would allow consumers to subscribe to streaming services a la carte through the main YouTube app. Reportedly, YouTube is currently discussing revenue splitting deals with streaming partners, though it did not yet disclose what streamers will be signed up. YouTube already offers streamers like HBO Max, Starz, and Showtime to customers in the US via its vMVPD service YouTube TV.


Lionsgate still on track to announce sale of Starz next month


Nuuday adds new TV-subscribers for the first time in six years


Discovery ‘s ‘Medina’ scores at Barcelona International Film Festival


Nexstar Media Group set to acquire a 75% stake in the CW Network


MGM part ways with Universal for international film distribution


Mediavision in the News


Cineuropa asks the experts: “Why is piracy increasing in the Nordic countries?” – Cineuropa


More than half a million people engage in audiovisual piracy in Finland – Uusimaa 


13 pct. af danskerne streamer og downloader ulovligt – Media Watch


Research: 3.4m watch pirate content in Nordics – Advanced Television 

Industry Events


Gamescom: 24-28 August 2022, Cologne, Germany


EuroVoD @Venice Film Festival: 5 September 2022, Venice, Italy


IBC: 9-12 September 2022, Amsterdam, Netherlands


Future of TV Advertising Canada: 14 September 2022, Toronto, Canada


MIPJunior: 15-16 October 2022, Cannes, France


MIPCOM: 17-20 October 2022, Cannes, France

* Mediavision will attend
** Mediavision will present