Household penetration for paid streaming services in Sweden increased by 9 percent in the first quarter, compared to the same period in 2022, reports Mediavision. This is a significant shift, after a period of relatively slow growth.

Now, close to 70 per cent of households in Sweden have at least one paid streaming service, either as a stand-alone subscription or bundled with another service, usually pay-TV. It is mainly these bundled offers that are now driving growth. This type of subscription increased by 15 per cent in Q1 2023 and is now found in 25 per cent of households in the country.

It is primarily households that previously did not have paid streaming services that are now attracted by these bundles. TV operators, such as Telia and Tele2, have broadly launched streaming content alongside their traditional TV offerings. These bundles are perceived as good value, as subscriptions that are bundled with another service are usually less expensive than buying them separately, which has likely had an impact on uptake.

“Bundled offers have developed rapidly, with an increasing number of offerings from more TV operators. We now see that these packages are also attracting brand new households, which previously did not have paid streaming services. There are many indications that this trend will continue, as it has driven both increased access and market turnover,” commented Marie Nilsson, CEO at Mediavision.

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Tags: mediavision, svod, sweden, tele2, telia