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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 50 minutes in 2019. By comparison, Danes spent three times as much watching traditional television. To watch movies, online video providers were only the third most used platforms, after televisions and cinemas. However, while the consumption of films via TV, DVDs, and blu-rays declined from 2017 to 2019, video on demand usage grew considerably.

Subscription video on demand (SVoD) is the most used online platform for watching TV series in the Scandinavian country. Nearly two thirds of the Danish population streamed series via services like Netflix or HBO at least once a year in 2019. This was a considerable growth compared to the survey period in 2017. In general, the number of unique subscribers of online over-the-top content video services made a huge leap in the past. Over 2.4 million people had a VoD subscription as of 2018, while in 2011 the number was only about 53 thousand. Also, free video on demand (FVoD), 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. In the beginning of 2020, the share already amounted to 28 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 SVoD platform Netflix and the online television channel DR TV are the most used streaming services in Denmark. According to a survey from 2019, 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 included Viaplay, TV2 Play, as well as HBO Nordic. Nearly one third of people interviewed each used those within the previous year. Additionally, another competitor enters the market in mid-September 2020: Disney+. A survey from 2019 found that 44 percent of Danes already considered subscribing to the VoD service.

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Video on demand in Denmark

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