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

In Denmark, viewing video content via streaming services is still less popular than consuming it via traditional TV sets. The average daily time spent using on-demand platforms amounted to roughly 59 minutes in 2020, while Danes spent nearly three times as much watching traditional television. To watch movies, online video providers were the second most used platforms, after television. However, while the consumption of films via TV, DVDs, and blu-rays declined from 2017 to 2020, video-on-demand usage grew considerably.

The three revenue models and how they perform in Denmark

Subscription video-on-demand (SVOD) is the most used video streaming platform model in the Scandinavian country. Nearly two thirds of the Danish population subscribed to services such as Netflix or HBO in the fourth quarter of 2020. This marks a growth compared to the same quarter of 2018. In general, the number of over-the-top video subscriptions made a huge leap recently. From 2019 to 2020, the amount increased by about one million subscriptions to over four million.

Also, freely available services, including advertised-based content and online television channels, increased in value recently. In the third quarter of 2018, the share of individuals streaming freely accessible programs was 17 percent. At the end of 2020, the share already amounted to 31 percent. Contrary to that, pay-per-view platforms are less popular in Denmark. Only nine percent of Danes interviewed in a survey stated to digitally buy or rent individual movies.

The most popular streaming services in Denmark

The SVOD platform Netflix and domestic online television channel DR TV are the most used streaming services in Denmark. According to a survey from 2020, over half of respondents stated to have used them to stream movies and series in the past 12 months. While Netflix was particularly trendy among the youngest age groups from 12 to 39 years, the target group of DR TV was 25 to 59 years old. Other popular platforms in the country include Swedish Viaplay and Danish TV2 Play. About one third of people interviewed each used those within the previous year. Additionally, new international players, such as Disney+, Paramount+, and Discovery+, have entered the market since 2020, making the video-on-demand landscape even more competitive.

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