Three million SVOD subscriptions in Nordics are borrowed

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.


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