Local SVoD players in the Nordic region “are giving Netflix a run for its money” according to Ampere Analysis, with Netflix’s market share averaging 49 per cent in the region, compared to 71 per cent in the rest of Western Europe.
Viaplay, TV2 Play, C More and the regional version of HBO account for the majority of Nordic streaming service contracts. Netflix claims the majority of SVoD subscriptions in every other Western European market except Germany, Italy and Spain.
Ampere cited Nordic Noir as a key export for local content producers, representing 47 per cent of content. However, local streaming players are starting to move beyond the genre in a bid to compete with international players.
“Scandinavians are in need of a laugh,” said Ampere, suggesting the next biggest genre for streaming players is comedy, accounting for 22 per cent of shows in development. But linear players are looking to historical dramas, which make up 10 per cent of shows in development.
Elinor Clark, analyst at Ampere Analysis, said: “The Nordic countries are home to the most dynamic streaming TV markets in Europe and local players have had to deal with a rapid transition of TV viewers to streaming services.
“Content is now the key battleground and, while Nordic Noir has served the region well, there is indication that local players will now look to develop comedy and period drama as the next big push.”