By Jonathan Easton

The Nordic media market has experienced strong digital growth for the first half of the year.

According to Mediavision, 75 per cent of households – close to nine million – now subscribe to a digital media service, be it audio, text or video.    Of that total, video is the biggest category, with more than 6.5 million digital subscriptions to services such as Viaplay, Netflix and Disney+.Audio is the second-largest category with 6 million households, while text subscriptions to digital news services are at 2.3 million subscriptions across the region.   Stacking is also a trend in the market, with 12 per ent of all Nordic households having at least one subscription in all three of the categories. The average Nordic household holds 2.5 digital subscriptions.

Commenting on the report, CEO of Mediavision, Marie Nilsson said: “The overlap points at synergies and opportunities. Households that already subscribe to a digital media service are more prone to subscribe to other types as well. We consider growth of the overall digital media ‘stacking’ as essential going forward. Mediavision believes that this also will pave the way for more of convergence strategies. In a maturing market, this could be one way to boost growth. Right now, there are several examples of this, for instance the co-operation between Spotify and Storytel. Or as seen in the US, Amazon Music including 6 months access to Disney+.”