Newsletter 29th of May


29 May 2024

These are the main topics this week:

  • Viaplay secures rights to Champions League in Denmark & Sweden
  • Mediavision: 5 million pirates in the Nordics
  • Netflix presents new engagement report


Viaplay secures rights to Champions League in Denmark & Sweden


Viaplay Group has secured the exclusive rights for the men’s UEFA Champions League in Denmark and Sweden. In addition, the streamer has secured the exclusive rights to the UEFA Europa League and UEFA Conference League in Norway and Finland, as well as the shared rights to the UEFA Champions League, UEFA Europa League and UEFA Conference League in Iceland. The new agreement expires 2027. With the announcement, the future for the Champions league is decided in the Nordics, except in Finland. TV2 has previously retained the broadcasting rights for the upcoming three seasons in Norway.


From the 2024/2025 season, more teams will participate in the Champions League, and the format and match calendar will both evolve. The competition will now deliver 203 live matches a season spread across 19 match weeks, compared with the previously 137 games over 17 match weeks. According to Viaplay, they remain the world’s only broadcaster to have shown all matches from every UEFA Champions League season.



On Saturday, the Champions league final for the current season takes place. London is the host of this year’s final between Borussia Dortmund and Real Madrid, and the match will take place at the iconic Wembley stadium. In the Nordics, the final can be watched on Viaplay in Denmark, MTV Katsomo in Finland, TV2 in Norway and TV4 Play in Sweden.


Mediavision’s soon to be published Sports Analysis 2024 shows high viewing interest for the Champions league among 15-74-year-olds in the Nordics. In spring of 2024, roughly three million 15-74-year-olds in the Nordics say they are interested in viewing Champions League online or via TV. Only one league shows higher interest in viewing, guess which one?

Sports Analysis

For the fifth 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 19 sports and +100 specific sports rights.


TV2 sets date for price increases ahead of the sports summer


Discovery+ no longer available for purchase in Denmark


TV2 sells off sports rights


TikTok launches a new TikTok Studio tool for its creators


Apple files suit in effort to overturn EU fine

Nordic Piracy

Piracy has been a challenge for the Nordic media industry for many years. Mediavision has tracked piracy in the Nordics for more than 10 years and our insights cover consumption of series and films, as well as live sports. Illegal IPTV is also part of the analysis as of 4 years.


Telenor increases its price of TV 2 Play


Spotify partners with Bonnier Books UK and Blackstone Publishing


Ekstra Bladet wins prize for work with AI


TikTok turns to generative AI to boost its ads business



Netflix presents new engagement report


Last week, Netflix published its second edition of What We Watched: A Netflix Engagement Report, presenting Netflix’s viewership from July to December 2023. According to Netflix, the report covers 99 percent of all viewing on Netflix. The streamer released its first engagement report in December last year, covering the first half of 2023. In the second report, the company has added runtime and views (total hours viewed divided by runtime) and separated films and TV series.


Netflix states that the sports genre has become increasingly popular, and highlights the docuseries about football player David Beckham, which collected 44 million views during the second half of 2023. In total, people watched 90 billion hours of Netflix worldwide in the second half of 2023, and 183 billion in all of 2023.



The highest rated Nordic title in the report is the Swedish limited series A Nearly Normal Family which ranks 18th in views among all series on Netflix during the second half of 2023. The series, produced by Jarowskij, premiered in late November last year and collected a total of 28 million views. The number one series on the list is the first season of anime-inspired live action series One Piece, which collected close to 72 million views. Netflix’s thriller Leave the World Behind was the most-watched film and title overall, with 121 million views from July to December.


Last week, Mediavision published its latest edition of the Content Analysis, an in-depth analysis focusing on the interplay between content supply and demand in the Nordic streaming market. In total, the analysis covers 30 streaming services, both global and local. Over 200,000 hours of content across a range of genres are analyzed and compared. In addition, we take a closer look at how the Nordic landscape is developing in terms of content productions. We also take a closer look at how the streaming services are performing in the eyes of the viewers. Which service is the #1 choice Spring 2024? Which service offers the best news, the best fiction? If you want more information on the Content Analysis, don’t hesitate to contact analyst Hanna Ranby, at

Content Analysis

This analysis maps and analyses all on-demand content available on streaming services in the Nordics and its impact on consumption, actors, and market dynamics. It focuses on the interplay between  supply and demand and thus provides a solid foundation for decision-making within content strategy and related areas.

Mediavision in the News

Pirat-tv ökar i Norden: ”Sverige har en tradition” – Sveriges Radio


Piratforbrug af film, serier og sport steg med otte pct. i 2023 – Mediawatch


Ti prosent av norske hjem strømmer ulovlig ifølge ny undersøkelse – Kampanje


Ny rapport: Ti prosent av norske husstander strømmer sport ulovlig – Dagsavisen


Kampen om tittarna hårdnar – nu startar streamingtjänsten Max – Aftonbladet


När satsar Spotify på ljudböcker? – Svensk Bokhandel


Mediavisions vd: Churn, hybrid, anti-delning – det nya normala – Dagens Media


Skräcksiffra för branschen: Tre miljoner delar konton – Dagens industri


Kampanj ska lyfta problemet med illegala streaming – Dagens Media


Big windfall ahead if Nordic streamers can defeat password sharing – C21 Media


Hotet mot svenska elitidrotten – Aftonbladet


Denmark: HVOD, sport, password crackdown to boost streaming – Advanced Television


Mediavisons vd: Nya tider när globala streamers köper livesport – Dagens Media


Mediavision: Growing demand for local content in the Nordics – Broadband TV News

Industry Events


Northern Waves: 24th October, Oslo, Norway

Stockholm Film Festival: 6-17th November, Stockholm, Sweden


* Mediavision will attend
** Mediavision will present