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

Watching video content via on demand services became more and more popular in Norway recently. While the viewing time of live broadcasts decreased from 2018 to 2019, Norwegians increased their television streaming time by an average three minutes per day within this period. Another survey from 2019 found that nearly half of respondents stated to watch live and not live streaming broadcasts when choosing a video program. That year, the population had access to over 150 video on demand services. One third of them were based on a subscription model.

In 2019, nearly 70 percent of Norwegians subscribed to video streaming platforms. This was a considerable growth compared to the previous year when 55 percent of the population had a subscription. The most common age of subscribers was 25 to 34 years, at almost two thirds of individuals interviewed. By contrast, only one fifth of respondents aged 66 to 74 years stated to have a video on demand subscription.

Netflix is by far the most popular subscription video on demand platform in Norway. The number of subscribers amounted to over 1.1 million as of December 2018. The domestic service TV2 Sumo, owned by Norway’s largest media house TV2, recorded the second highest amount. Nordic Entertainment’s ViaPlay, a Swedish streaming service, came in third place. However, it was expected that the usage of most platforms would decline after the launch of Disney+ in Norway in September 2020. Netflix in particular will be worst affected according to a survey from 2019. The share of subscribers was forecast to decrease by five percent. Nearly half of Norwegian households with children considered subscribing to Disney+.

Online television is, in comparison, less popular than SVoD in Norway. 11 percent of people watched web TV channels on an average day in 2019. Most of them even chose only traditional television and roughly one quarter watched both, traditional and online TV. The most common television service was NRK TV, owned by the public service TV and radio company Norwegian Broadcasting Corporation. Schibsted’s VG TV, an advertising-based channel, was the second most popular among the population.

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Video on demand in Norway

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