Nordic consumers show an unwavering appetite for paid streaming services (SVOD), as shown in Mediavisions bi-quarterly analysis of the Nordic video market that is published this week. Netflix has recently inked a deal with Danish operator YouSee and keeps adding subscribers at a rapid pace. Let’s take a closer look.
TDC-owned operator YouSee and Netflix recently signed a collaboration deal which will see Netflix embedded into YouSee’s digital TV service. This marks the first deal of its kind in the Nordics. However, Netflix has a similar deal in place with Sky in the UK. Bundling on-demand services with a traditional TV package acts as an incentive for consumers to retain their traditional TV package. On the other hand, it gives Netflix access to new customers. It remains to be seen what effect this will have in the Nordics, and whether more actors will sign similar deals. According to a press release, YouSee currently has 200.000 customers eligible for the Netflix offering.
Out of the SVOD services on the Nordic market, Netflix is unparalleled in reach with a market leading position across all Nordic countries. Over the past 12 months Netflix has added 600 000 subscribing households in the Nordics, now totaling at 3.5 million subscribing households.
Nordic households (000′) with Netflix subscription, fall 2017 vs fall 2018
In the analysis of the Nordic video market fall 2018, Mediavision has found that the segment of households with both a traditional pay TV- and SVOD subscription is growing fast. Following the collaboration with YouSee we might see more actors across the Nordics signing similar deals, fueling growth moving forward.
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