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Video-on-demand (VOD) in Norway - statistics & facts

Watching video content via on-demand services has become more and more popular in Norway within the last years. To give an example, while the viewing time of live broadcasts decreased from 2020 to 2021, Norwegians increased their television streaming time by an average two minutes per day within this period. Another survey from 2020 found that nearly two in three respondents stated to watch movies, TV, and video clips on the internet per day, marking a considerable growth from the share reported a decade earlier. People have access to various video-on-demand services, with the subscription-based model as the most valuable segment.

The crowded SVOD market

Worldwide, Norway ranked fourth in the ranking of countries with the highest penetration rate of subscription video-on-demand services as of 2021. Furthermore, while 55 percent of the Norwegian population had a subscription in 2018, the share increased to over 70 percent of in 2020. The most common age of subscribers was 30 to 49 years, with more than two thirds of respondents stating to have a video streaming subscription. By contrast, 31 percent of 65 to 79-year-olds subscribed to a VOD service.

Netflix is by far the most popular subscription video-on-demand platform in Norway, with 60 percent of households subscribing to the streaming service as of 2021. The on-demand service of HBO recorded the second highest share, followed by Nordic Entertainment’s Viaplay, a Swedish streaming service. In addition to the top three, Disney+ and TV2 Sumo also increased their subscriber base in the country. With more domestic and international streaming providers entering the competitive SVOD landscape in Norway, the amount of people who do not subscribe is steadily decreasing.

AVOD in Norway

While SVOD holds the highest market share in terms of revenue in Norway, freely available and ad-supported (AVOD) content has a higher penetration rate among the population. As of 2021, it stood at around 76 percent. AVOD primarily refers to broadcaster video-on-demand (BVOD) or online TV in the Scandinavian country. Nearly one in four people consumed TV only via the broadcasters’ streaming platforms, such as domestic NRK TV. However, international-based AVOD services like Pluto TV will be entering the market soon, showing the significance of this business model and video streaming in general in this region.

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