Swedish SVOD Subs Reach New Record Level

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During the last year, Swedish households have purchased an additional 700,000 new SVOD subscriptions, though Netflix lost subs for the first time since its launch in the country.

Analysis from Mediavision has found that in Q3, Netflix reached approximately 1.5 million paying households in Sweden, following a loss of around 110,000 subscribers compared to the same period in 2019. As the total market is expanding, Netflix’s market share has decreased. However, Netflix is still the market leader.

The substantial growth in the number of subscriptions in Sweden is driven by the fact that households now acquire a higher number of subscriptions (“stacking”). For the first time, SVOD households now subscribe to more than two services on average.

“The third quarter of 2020 presents an interesting development of the Swedish streaming market,” said Marie Nilsson, CEO of Mediavision. “For the first time ever, SVOD households subscribe to more than two services, whereas a certain loss is noted for Netflix. We believe that growth will continue, especially given the trend of increased interest as we approach the large holidays.”