Rise of Streaming TV

An In-Depth Look at the Future of TV in the Nordics

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Streaming TV has emerged as the future of TV viewing. Traditional TV viewers across the Nordics are shifting to streaming TV in similar patterns seen in other global markets.

While streaming TV services are evolving to include more ad-supported content, meaning more lower-cost or free-to-watch options – good news for consumers and advertisers alike.

 

Markets include: Denmark, Finland, Norway, and Sweden – referred to collectively as ‘Nordics’
Percentages shown are an aggregate of the Nordics (all markets) unless stated otherwise.

Streaming TV Viewership Is Primed for Significant Growth

Streaming TV is watched by more viewers than any other form of television in the Nordics. This shift away from traditional TV shows no signs of slowing. Among those who only watch traditional TV, 42% are likely to start watching streaming TV this year.

Q: Which of these services do you use to watch TV shows and films?
Base: Total respondents
Source: ʪƵ

Ad-Supported Viewership Will Likely Increase

According to our research, 77% of TV viewers show a preference for ad-supported content, compared to only 23% who are willing to pay for an ad-free environment. This suggests that as more ad-supported service options become available, viewers will likely shift to less expensive, ad-based offerings.

 

64% of ad-free streamers said they will use a new ad-based subscription service in the next year.

 

Source: ʪƵ

Cross-Device Campaigns Drive Better Outcomes for Advertisers

Streamers are consuming TV content on multiple screens. This exposure to brand messaging across touchpoints enhances impact and visibility. 72% of ad-supported streamers are more likely to make a purchase from a brand they engaged with across multiple devices (TV, mobile, desktop, etc.) as compared to 61% of traditional TV viewers.

Q: In a typical week, how frequently do you use each of these to watch TV shows and films at home?
Base: Total streamers
Source: ʪƵ

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