Figures from analysts Mediavision suggest HBO Max has attracted 635,000 new subscribers since its launch in the Nordics last October.
The research states that after the end of Game of Thrones in 2019, HBO’s existing streaming service in the Nordics lost around 400,000 households.
However, that number has now bounced back, enabling HBO to reclaim its position as the third biggest SVoD service in the Nordics, with 2.2 million subscribing households, the highest number for HBO ever recorded by Mediavision.
“The launch of HBO Max has had a direct, positive effect on the total number of Nordic SVoD subscriptions,” said Marie Nilsson, CEO of Mediavision. “However, the effect on household penetration is less substantial. The vast majority of the new customers already held at least one subscription to another service. This means that HBO Max has pushed “stacking” on the Nordic market. This is similar to what we saw when Disney Plus launched in the fall of 2020.
“Our conclusion is that despite a clearly maturing market in terms of SVoD household penetration, we can still expect a continuous growth of subscriptions. The demand for strong content has still not reached its peak in the Nordics.”