Julia Stoll
Research expert covering TV and video media
Subscription video-on-demand in Scandinavia - statistics & facts
When thinking about online streaming services in Scandinavia, one might be inclined to focus exclusively on Stockholm-based audio platform Spotify. However, this digitally advanced region is also home to an impressive number of video streaming fans who value the comfort, flexibility, and extensive content catalogs that subscription video-on-demand services like Netflix have to offer. As of 2023, the number of SVOD users in the Nordics reached a record 11.18 million. That same year, Sweden, Denmark, and Norway ranked among the countries with the highest SVOD reach worldwide.
What are the leading SVOD platforms in Scandinavia?
Netflix remains the most popular SVOD platform across Scandinavia. However, most major streaming providers increased their subscriber counts in recent years, and data also suggests that the streaming giant's lead will gradually shrink due to mounting competition from regional and international players. Disney+, for example, one of the most recent additions to the Scandinavian streaming scene, has accumulated an impressive 1.7 million subscribers since launching in the region in 2020. Meanwhile, the most significant disruption to the entire market will likely stem from the merger of HBO Max and Discovery+ into a single service. First announced in 2021 and already established in its home country, the newly established platform will unify the two existing subscriber pools and rival Disney+ for its spot among the three largest providers. Moreover, it is also expected to attract entirely new audiences with its extensive and diverse content portfolio.Local providers and regional content
U.S.-based streaming conglomerates maintain a firm grip on the European SVOD landscape. Zooming in on Scandinavia, however, one can also see a growing demand for local providers. C More and TV Play, to only name a few account for a large market share among all SVOD services in Sweden, Denmark, and Norway, whereas international players such as Amazon were not as firmly established yet. Reversely, the number of subscribers to Viaplay, a Stockholm-based streaming service owned by Viaplay Group, also started to grow outside of the Nordic region in 2021. There is no denying that Nordic countries play an essential role in the global streaming business. The world's leading SVOD services are launching operations in the region, and they are also strengthening their position by producing more original content in Scandinavia than ever before. As for Netflix, some of the most acclaimed titles from its Scandinavian repertoire include "Quicksand," "Love & Anarchy," "Ragnarök," and "The Rain."
