On September 15th in 2020, Disney Plus entered the Nordic region. After only 24 months, the service has attracted more than 1.7 million subscribing households on the fiercely competitive Nordic market. The service has especially gained a strong position within the kids and family segment.
This Thursday marks the second anniversary of Disney Plus in the Nordics. In only 24 months, the service has attracted more than 1.7 million subscribing households in Denmark, Norway, Finland, and Sweden – which means that it is the fourth largest service in the region.
Shared streaming subscriptions have been a hot industry topic lately. And for good reason, as it means lost revenues for the actors. As many as three million SVOD subscriptions in the Nordics are currently accessed using another household’s subscription. This is concluded in Mediavision’s latest analysis of the Nordic TV and streaming market.
Three million SVOD subscriptions in the Nordics are currently borrowed from another household, i.e., giving access to the service without paying for it. Looking at all subscriptions for the 15 largest SVOD services, close to 20 percent is shared with a non-paying household. Netflix has the highest share of borrowed subscriptions, with close to a million Nordic households stating they have access without paying. This is shown in Mediavision’s latest analysis of the Nordic TV and streaming market.
Mediavision also asked households that currently borrow subscriptions, how they would act if sharing was no longer possible. Just over half of the borrowed subscriptions would not be replaced with a paid one, i.e. the household would instead waive the service. But it is also clear that many of those that borrow subscriptions also pay themselves – but for other services. Maybe the so-called hybrid services i.e., less expensive, and partly ad-financed subscriptions, would be an alternative for them.
– It is a challenge for SVOD actors that so many subscriptions are shared, comments Marie Nilsson, CEO at Mediavision. But perhaps cheaper, partly ad-financed, services can become a solution and a way to reduce sharing. There are many indications that 2023 will be the year of wider subscription options being established. For growth it is important to have more paid subscriptions, says Marie Nilsson.
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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