Mediavision: High interest and willingness to pay for Nordic content
20 June 2023
Nordic TV viewers have always been very keen on locally produced fiction. This interest is also obvious in households subscribing to a paid streaming service, SVOD. Half of the Nordic SVOD households say they are willing to pay extra for a bigger supply of local movies and series. This is concluded in Mediavision’s latest content analysis.
Almost half of all Nordic households with a paid streaming subscription, i.e., SVOD, claim willingness to pay EUR 1-3 more per month to gain access to a larger library of local movies and series. Almost 25 percent of the households would pay EUR 3 per month for this. Among the streaming services, Apple TV+ stands out with a majority of its Nordic subscribing households willing to pay more for a larger supply of local content. Today, Apple TV+ has a relatively small library, compared to its’ streaming competitors, and it is the only service without any Nordic content.
Locally produced fiction still represents a small share of the streaming services total content supply, approximately 2 percent in terms of runtime. Most of the global services have some Nordic content, but the bulk of locally produced fiction is commissioned by local services such as Viaplay, Cmore/TV4 Play and Discovery.
– Several global streaming services have invested in Nordic content, but to a limited degree, comments Natalia Borelius, senior analyst at Mediavision. There are also indications that many actors are reconsidering their content budgets, following tougher market conditions. However, the high demand and willingness to pay for local content in the Nordics may be a driver to increase prices, combined with additional local content.
Mediavision is a Nordic independent analysis and consultancy firm, focused on analysis and strategy within traditional and digital media. 6,700 respondents between the ages 15 to 74 are surveyed biannually in the Nordics.
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