This week Mediavision’s quarterly analysis of the Swedish video and TV market is published and we delve into the importance of strong titles. HBO Nordic has had an exceptionally strong quarter with several high-profile titles returning with new seasons. SVT had a strong showing at the annual awards gala Kristallen where Netflix’s first Swedish original series was awarded TV-drama of the year.
Content is becoming increasingly important in the hardening battle for subscribers on the video streaming market. At the Swedish awards gala Kristallen, which recently took place in Stockholm, public service broadcaster SVT scored six awards followed by TV4, Discovery and Netflix which won two awards with its first Swedish original series Quicksand.
Number of Awards Per Actor at Kristallen 2019
Both streaming giants as well as local actors are investing in locally produced titles. Netflix has seen success with several of its locally produced titles such as 3% , Dark, and Quicksand as mentioned above. Moreover, HBO recently premiered its first Norwegian original Beforeigners and local players Viaplay and C More are also investing heavily in locally produced fiction to claw back market shares with titles such as Den inre cirkeln, Heder and Fartblinda.
In terms of high-profile content HBO has had an impressive year so far, perhaps most notably the eighth and final season of Game of Thrones. Furthermore, Big Little Lies and The Handmaid’s Tale made their return to the service along with the major success Chernobyl. The slew of big titles premiering on the service during Q2 is reflected in a high uptake of subscribers in Sweden as revealed in Mediavision’s quarterly analysis of the Swedish TV and video market.
Looking forward, the importance of content will likely increase even further as several giants are about to launch their services on the already crowded market. Different actors are employing various approaches in attracting subscribers; Apple is signing big names such as Oprah and Steven Spielberg and Disney is relying on its already established brands such as Star Wars. Netflix, which has thus far competed primarily with sheer volume of original productions, is taking another approach and might be narrowing their scope. Over the last couple of years, the service canceled several original series and instead focused investments towards tying acclaimed creators to the brand. For example, Game of Thrones creators David Benioff and D.B Weiss recently signed with Netflix in a $200 million deal.
Who will win the Nordic streaming war?
Competition on the Nordic streaming market is ramping up with several new services about to launch. Content investments are escalating and only partly offset by price increases. In the US, Netflix recently announced +13-18% on subscription fees.
Popular titles of great importance to SVOD services
Streaming services have become very popular in Sweden. Naturally, one of the reasons is the vast supply on offer. But its not just a question of volume.
*Events where Mediavision will be presenting