Video on demand in Sweden - statistics & facts

The share of Swedes watching movies or videos on the internet increased considerably in the past years. From 2013 to 2019, the amount of people using video on demand platforms nearly doubled. Additionally, on demand consumer revenues grew by over 300 million euros since 2013, reaching roughly 374 million euros as of 2018. The vast majority of the household expenditure on digital television and video were spent on subscription video on demand (SVoD) in 2019.

A new competitor enters the market

Netflix recorded by far the highest number of subscribers in Sweden in 2018, at nearly 1.5 million. Other important SVoD platforms in the country include, amongst others, HBO Nordic, domestic Viaplay, C More, and Dplay, as well as Amazon’s Prime Video. In September 2020, these streaming services face another competitor, when Disney+ will be launched. According to a survey conducted at the end of 2019, one quarter of households without children considered subscribing to Disney+. The share was even higher in households with children, at 42 percent. As a result, it is further expected that the use of other platforms will decrease. Netflix would lose the most consumers. One third of respondents thought about unsubscribing from this streaming service.

Freely available video content

After SVoD, advertising on demand (AVoD) was the second most popular online video service type in Sweden in 2019, based on daily viewing time. The population spent 41 minutes per day on those platforms. YouTube is the most known example and registers the highest daily reach. But also advertising-sponsored online television broadcasters and news websites belong to this group. The best-known freely available online TV services supported by ads in Sweden are Nordic Entertainment Group’s Viafree and Bonner Broadcasting’s TV4 Play. On the other hand, public service TV channels SVT Play and UR Play are free on demand operators, financed by a fee charged through taxes.

Contrast to SVoD

Contrary to SVoD and freely accessible services, transactional on demand (TVoD) providers offered the highest number of movies in Sweden, due to its pay-per-view distribution method. 90 percent of online films in the country were accessible on those platforms, while subscription services offered only roughly a fifth of films available on the internet. Among TVoD operators, Apple’s iTunes provided the highest number of movies, followed by domestic SF Anytime.

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Video on demand in Sweden

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