Newsletter 1st of March


1 March 2023


The main topics this week:

  • Warner Bros. Discovery Q4 earnings
  • Podcasts are coming to YouTube Music
  • Netflix cuts prices in several markets and prepares livestreamed event

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.


Viaplay goes live in the US


Rakuten TV launches sustainability channel


Ruben Östlund to preside over 76th Cannes Film Festival


YouTube launches a feature for multi-language audio dubbing



Podcasts are coming to YouTube Music


Youtube Music will add podcasts to its service. This was announced by YouTube’s head of podcasting Kai Chuk, who said that it will come to the service in the “near future”.


Today, YouTube hosts video versions of several podcasts, but has no feature for users that only wants to listen to the content – yet. That is about to change as the Google-owned company prepares to add such a feature to its music streaming service shortly. Reportedly, podcasts will roll out for users in the US first, with more regions to come. The new feature is expected to be free, but with ads.


The addition of podcasts will put YouTube Music even more in direct competition to Spotify, which has invested strongly in podcasts the past years. Currently, Youtube Music isn’t looking at adding exclusive shows or licensed originals, which has been a part of Spotify’s podcast strategy. No official launch date has yet been communicated.

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.


Schibsted creates “super package” – new digital premium offer


Spotify to launch personalized music feature with AI commentary


2022 was the second best book sales year ever in Sweden


LIV Golf launches new OTT service & signs international TV deals


Netflix cuts prices in several markets and prepares livestreamed event


Streaming giant Netflix has reduced its prices in more than 100 markets. Prices have been cut in selected markets in Asia, Europe, Latin America, sub-Saharan Africa, and the Middle East. The reductions apply to certain plans of Netflix, and in some cases the prices have dropped as much as 50%.


Netflix did not unveil the price changes in a big announcement, instead it was communicated locally. In Malaysia for example, Netflix tweeted the price reduction by posting a video from its Korean reality show Physical: 100, where people fall into water, representing money falling of the price of their Basic plan.


The price cuts go against the recent market trends which have been dominated by price hikes. No price reductions have been made in the Nordics on in any markets where the new ad-supported plan has been launched.



Netflix is also preparing for its very first livestreamed event, which will take place this Saturday March 4th. The show is a standup special with comedian Chris Rock, named Selective Outrage.


Since this is Netflix’s first ever livestreamed event, the company has posted details on how to watch it. Throughout the show, members will be able to rewind, pause and jump back to “live”. If you are late to the broadcast, you can choose to play from the beginning, or start watching live. The show will be available for streaming immediately following the livestream. In addition, Netflix will livestream a pre- and a post-show for the event, with appearances from several big actors and comedians. Those shows will however only be available on the day of the live event.


Chris Rock will perform at Maryland’s iconic Hippodrome Theatre in Baltimore, but all Netflix members globally will be able to livestream the event. The shows start at 10 p.m. EST, which means early Sunday morning in the Nordics. As the show is only available in English, subscribers have to set their Netflix profile language to English for the show to be accessible.

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.

Mediavision in the News


Marie Nilsson: Kontodelarna lever osäkert när streamingjättarna jagar intäkter – Dagens Media


Et stigende antal svenskere betaler for podcasts – Mediawatch


Sweden: Significant growth in podcast households – Advanced Television


TVOD in Sweden reaches record levels in 2022 – Broadband TV News


Netflix drag – så ska kontodelare jagas – Svenska Dagbladet


Stort tapp för nya poddar i världen – “Kärvare läge” – Sveriges Radio


Nordics: 3 million SVOD accounts are borrowed from other households – Piracy Monitor

Industry Events


Media Summit: 15 March 2023, Stockholm, Sweden **


Radiodays Europe: 26-28 March 2023, Prauge, Czech Republic


MIPTV: 17-19 April 2023, Cannes, France

Nordic Media Days: 10-12 May 2023, Bergen, Norway
* Mediavision will attend
** Mediavision will present