Sports is exceptionally important for consumers as well as media actors and distributors. Mediavision estimates that sports represent a third of total Nordic TV-revenues (traditional and online). In response to increasing competition, the price of sports rights has skyrocketed. In 2020, this has been evident as several rights have been renegotiated and sold at new record levels. Further, Covid-19 has clearly affected the market. One aspect being the restrictions imposed on live audiences which has made broadcasting rights even more important.


Mediavision Nordic Sports Analysis provides an in-depth overview of consumer interest, willingness to pay and pay rate. The analysis encompasses +90 specific sports rights in the Nordics and offers a comprehensive insight on how the consumer value sports rights and how they compare.


Some of the questions addressed in the analysis are:

What is the general interest in watching sports via TV / online video?

How many households pay to access premium sports and how much do they pay?

What leagues and tournaments attract the largest subscriber base?

How do consumers prioritize rights and what will get subscribers to move?

What combinations of sports rights are most attractive to consumers?

Who holds what rights? What rights will change hands and what can be expected of the upcoming move?

The analysis is based on interviews with a national representative sample of close to 7,000 people 15-74 in the Nordics. Results from the consumer study are synthesized with data from public sources, company reports and interviews with industry specialists. The analysis covers all of the Nordic markets (Iceland excluded).

Excerpts from the analysis

Want to know more?

Contact our analysts to find out more about Mediavision’s data and analysis can successfully support you in making well-informed business decisions.

Adrian Grande


Fredrik Liljeqvist

Project manager