Newsletter 22nd of March
22 March 2023
The main topics this week:
- Mediavision: Positive outlook for the Swedish subscription market
- Netflix continues to invest in games and unveils release dates for Nordic originals
Mediavision: Positive outlook for the Swedish subscription market
Swedish media is mainly financed by advertising and consumer payments. The advertising market is largely affected in an economic downturn. However, Mediavision can show that households’ interest in paying for media, for example through subscriptions, continues to increase – despite the economic decline. For many media companies, consumer revenues will increase in importance if Sweden enters a recession.
Swedish household media spend has gradually increased and despite economic concerns, 2022 was no exception. Average media spend increased 8 percent compared to 2021, and now amounts to SEK 685 per month. Looking across the three main categories text, audio and video1, audio services increased the most, with a whopping 12 percent. At the same time, text grew by 5 percent and video by 9 percent compared to 2021. For the advertising market, development was significantly weaker and, according to IRM, a decrease of just over 2 percent was noted in the last quarter of the year, compared to the same period in 2021.
Read up on the full press release here, with commentary from Mediavision’s CEO Marie Nilsson.
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.
Netflix continues to invest in games and unveils release dates for Nordic originals
Just over a year ago, Netflix launched its first games, a move to broaden the entertainment offer. Now, the streaming giant has announced further investments within the gaming area. 40 new games are scheduled to release this year and 70 games are under development with various partners. An additional 16 games are under development in Netflix’ own in-house game studios.
Netflix has also expanded its streaming content into the world of gaming. One of the most popular Netflix games is Too Hot to Handle: Love is a Game. The game is based on the streamer’s popular dating show Too Hot to Handle and was released alongside the fourth season of the show. Given the game’s popularity, a new version is scheduled to release later this.
Future will tell if Netflix will create more games based on its films and series, and if its investments in the area will pay off. Netflix has not disclosed how many subscribers play the games on the platform. Netflix’s VP of External Games Leanne Loombe recently said that the company is happy with its progress so far, and that Netflix believes it will see more progress as it adds more games over time.
Netflix has also revealed first looks and release dates of two new upcoming Nordic originals. The trailer for Dance Brothers has been published on Netflix’s social media pages. This Netflix and Yle co-produced series is the first ever Finnish original series to premiere globally on Netflix. Dance Brothers is a young adult drama, centering around two brothers that are trying to make a living as professional dancers. The series will be released globally on Netflix the 10th of May and will also be available on Yle later this year.
Just a few weeks after the release of Dance Brothers, another Nordic original will have its global release on Netflix. It’s the Danish feature film A Beautiful Life, starring Danish singer Christopher in his first ever leading role. Christopher is playing the character of a young fisherman with an extraordinary voice, who is discovered by a high-profile music manager. SF Studios is co-producing the film with Rocket Road Pictures and support from Den Vestdanske Filmpulje. A beautiful life will release globally on Netflix 1st of June this year.
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
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