Last month, I stumbled upon this interesting report from MMS, which is a Swedish company mainly working on collecting and analysing TV viewership habits in the country. They’ve done this basically since 1993, and once TV consumers started moving towards online video consumption and so called Video On demand (VOD), so did they. Each quarter, they release a report called “MMS SVOD-topp” (SVOD stands for Subscription-based Video On Demand, which basically is what Netflix is doing, where you pay a monthly fee for gaining access to their VOD offering) where they measure the market penetration for the biggest SVOD providers in Sweden. Now then, the report for Q4 2014 came out, and the bottom line is that it is exciting times for our industry in Scandinavia (as well as the rest of the world)!
We are still seeing Netflix at the top as the undisputed VOD champion of Sweden with a reach of a little more than 1.5 million people nationally. The runner up is Viaplay with almost a million people being able to consume their services on a daily basis. Following them are TV4 Play Premium, HBO Nordic, C More Play and other SVOD services (among them Kanal 5 Play Premium, Filmnet, Telia Play+, etc.) with all of them combined reaching over 2.4 million people. With a total population of Sweden being a mere 9.5 million means that almost one out of three people here can/will consume VOD services as of Q4 2014, which is quite impressive. Even more impressive is that Accedo plays a part in the delivery of three out of five of the biggest services on this list (four if counting internationally), so a pat on the shoulder for us!
Read the full report (in Swedish) from MMS here.