Newsletter 27th of September


27 September 2023

These are the main topics this week:

  • Amazon Prime Video to introduce ads next year
  • Spotify announces voice translation for podcasts
  • Big week in golf as the Ryder cup kicks off


Amazon Prime Video to introduce ads next year


Amazon Prime Video is the next streaming service that will implement an ad-supported tier. Last year, both Netflix and Disney+ introduced ad-supported plans in the US, at a lower price for the customer. Now, Amazon Prime Video follows, but in a slightly different way.


Amazon Prime Video will introduce ads to its “standard” membership. This means that current Prime Video customers will pay the same price as before but will also get ads. There will be an option for customers to pay an extra USD 3 per month to access content ad-free.


In a statement, Amazon said that ads are “necessary to be able to continue investing in attractive content.” Amazon Prime Video also states that the video content will include limited advertisements and the goal is “to have meaningfully fewer ads than linear TV and other streaming TV providers.” According to sources, the benchmark for which is four minutes per hour.



Advertisements in Amazon Prime Video will be introduced in the beginning of next year, starting off in in the US, UK, Germany, and Canada. Later in 2024, users in France, Italy, Spain, and Mexico will start seeing ads in Prime Video. Information regarding implementation of ads to Prime Video in the Nordics have not yet been communicated.

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.


WGA strike is over


Netflix announce premiere date for new Swedish original


Mediano to video broadcasts in partnership with Pluto TV


YouTube debuts a new app for editing videos


Amazon announce new devices & generative AI to Fire TV


Spotify announces voice translation for podcasts


On Monday, Spotify announced the pilot of an AI-powered voice translation for podcasts. The feature will enable users to listen to podcasts in different languages, with the podcast creator’s voice.


The new tool combines several innovations, such as OpenAI’s voice generation technology, which will match the podcast creator’s speech characteristics and style, to create a more authentic listening experience than traditional dubbing.


As part of the pilot, Spotify has worked with podcasters Dax Shepard, Monica Padman, Lex Fridman, Bill Simmons, and Steven Bartlett to generate AI-powered voice translations in several languages, including Spanish, French, and German. Initially, voice translation will be available for a selected number of episodes and future episode releases.


Voice-translated episodes from the pilot creators will be available worldwide to both premium and free Spotify users. A bundle of translated episodes has initially been released in Spanish, with French and German rolling out in the upcoming days and weeks. Spotify states that creator and audience feedback from the pilot will provide valuable insights for future expansion, iterations, and innovations in the area.

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.


Storytel announces partnership with telco LG Uplus


Aftonbladet & Expressen merge weekend edition


Deezer raises prices


Spotify launches a real-time collaborative playlist


Google Podcasts to shut down in 2024



Big week in golf as the Ryder cup kicks off


The 44th edition of the Ryder Cup starts this week. The tournament is one of the biggest in golf and is contested every two years, and this year’s tournament being held in Rome, Italy.


The tournament is a team contest between Team Europe and Team USA, with each team consisting of 12 of the best players from their respective regions. The teams compete in a variety of matches throughout the weekend and for every game won, the team is rewarded one point. The first team to reach 14.5 points wins. The Nordics have two players in the game – Ludvig Åberg from Sweden and Viktor Hovland from Norway.


The women’s equivalent, Solheim Cup, was finished this past weekend. Team Europe, led by Norwegian team captain Suzann Pettersen, captured the victory after a dramatic final round on Sunday. The tournament ended in a tie, and as Team Europe won the last tournament, they were awarded the victory. Five Swedish players one Danish represented Team Europe in this year’s Solheim Cup.



Around half a million 15-74-year-olds in the Nordics state interest in watching the Ryder cup on TV/online. This is concluded in Mediavision’s new Sports Analysis. Viaplay will broadcast the tournament as it holds the streaming rights for Ryder Cup throughout the Nordics. However, the contract for the tournament expires next year for all Nordic countries.

Sports Analysis

This analysis covers both the TV- and streaming markets in Sweden. It rests on three pillars: the consumers, the market, and the actors. Analysing the consumers takes us far – but not all the way. Studying the actors and the market as a whole is just as important.


Pluto TV buys the rights to futsal in Denmark


Warner Bros. Discovery adds sports tier to Max in the US


Viaplay’s Börje will premiere in November


Lilyhammer creators prepare series for Rubicon and Netflix


Snapchat Plus surpasses 5 million global subscribers


Mediavision in the News


Så slår krisen mot tv-tittarna – Göteborgs-posten


Markant flere husstande har en internetforbundet tv-enhed – Mediawatch


Research: Streaming heightens demand for connected devices – Advanced Television


Trots krisen – betalningsviljan för rörligt ökar – Dagens Media


Svenskarnas kontodelning kostar jättarna nära 1 miljard kronor – Dagens Industri


Svensk login-deling koster streamingudbydere over en halv milliard årligt – Mediawatch


Trendbrott: Fler svenskar piratkopierar film och tv – Dagens Nyheter


Poll: Illegal streaming on the rise in Nordic countries – Yle

Industry Events


MIPCOM: 16-19 October 2023, Cannes, France


Stockholm Film Festival: 8-19 November 2023, Stockholm, Sweden


MIPTV: 15-17 April 2024, Cannes, France


* Mediavision will attend
** Mediavision will present