This week we’re taking a closer look at the Nordic e-sports & gaming market. Mediavision was recently presenting at the Dreamhack Masters in Stockholm. We are also showing some early results on the Love Island reality TV show at TV4. And last but not least, Swedish Q2 figures on SVOD penetration – a new record level of growth.

Mediavision at Dreamhack Masters Stockholm
This past weekend, Mediavision took part at the Dreamhack Masters in Ericsson Globe, presenting our analysis of the Nordic e-sports & gaming market. The monthly reach of e-sports & gaming is approx. 650.000 predominantly young viewers in the Nordics; fans are highly engaged, the average consumer spending 100 minutes per day watching. Furthermore, 3 in 4 consumers express a willingness to pay for content and especially so for an ad-free viewing experience.

TV4 returns to the fray of reality TV with Love Island
TV4 has returned to the fray of reality television with the widely popular British format Love Island, taking on rival TV3 and Paradise Hotel which premiered its tenth season on Monday. The Swedish edition of Love Island premiered on Sjuan and TV4 Play on August 19th. In the UK Love Island has shattered records, the finale set the highest overnight rating ever on ITV2 with 3.6 million viewers out of which 1.6 million were 16-34 year old’s.

Love Island lets viewers interact with the show through an app, something which resonates with a younger audience. This is reflected when looking at viewing figures for the show, viewership in ages 15-24 are roughly six times higher online than on traditional TV. Reality as a genre is establishing itself as a cornerstone in the pursuit of the young viewers. Shows similar to Love Island already has a proven track record, such as Paradise Hotel on TV3 and Viaplay or Ex on the Beach on Kanal 5 and Dplay.

Swedish viewership of Love Island Sverige, online vs. traditional TV (15-24 y/o)
Q2 SVOD figures
In its recently published analysis, TV & Video Insight, Mediavision concludes that subscription-based video streaming services continuously grow at a very rapid rate. A new record is noted as more than half of the Swedish households now subscribe to at least one streaming service. Furthermore, local SVOD services are gaining ground the fastest with a 40 percent growth YOY (year-on-year), read the full press release here.

Gamblers migrating online at an increasing rate
Off shore regulated gambling operators continuously gain ground in Sweden ahead of the upcoming re-regulation of the Swedish gambling market. Furthermore, consumer behavior is shifting. Gambling is primarily being conducted online at an increasing rate. Smartphones are gaining ground as a popular platform for online gambling while computers decrease in popularity. To learn more about the Swedish Gambling market read more about Mediavision’s analysis here which is to be published shortly.

Mediavision blogs:

Summer TV viewing and the FIFA WC
As many of us are now returning to work after a splendid summer, we’re taking a quick glance at the development of the 2018 traditional TV viewing so far. It’s of course with a special focus on summer ratings, particularly since Sweden this year outperformed all expectations and made it to the quarter finals in 2018 FIFA World cup in July.

Mediavision press releases:

Sports contributes to increased online TV consumption
When summarizing the second quarter of the year, no decrease in the Swedes appetite for video streaming services is to be seen. Yet again a new record is noted as half of the Swedish households now subscribe to at least one streaming service.

Industry news:

EU demands 30% local content on Netflix
The European Union are planning to enforce several regulations targeting streaming services. The EU will demand streaming services to maintain a library that consists of at least 30 percent locally produced content.

Facebook Watch launching in Sweden
Facebook is launching its Youtube contender Facebook Watch in Sweden during September. Facebook Watch launched in the US in 2017 and has allegedly more than 50 million users in the US.

Amazon & Netflix spent £150m on UK content
ESL and Universal Music Group Europe embarks on a multi-year partnership to promote music acts to e-sports fans through a joint record label. Signed artists music will be integrated into ESL’s broadcasts and live events during tournaments.

North wins Dreamhack Masters Stockholm
Dreamhack Masters Stockholm ended with an all Danish grand finals, where favorites Astralis faced off against underdogs North. North managed to secure the victory in front of thousands of fans in Ericsson Globe.

Mediavision in the news:

Det lokale klima for skandinaviske tv-aktører vil bli hårdere de kommende år
De kommende år vil konkurrencen om seerne kun skærpes, lød budskabet fra direktør for analyseselskabet Mediavision […].

Industry events

• IBC: 13 – 18 september, Netherlands

*Events where Mediavision will be presenting