Consumers become more and more open to all types of digital subscriptions, as the transformation of the media industry continues. This is clear also when it comes to subscriptions of digital text services for newspapers, magazines and books. However, this market is still more fragmented in comparison with audio and video streaming. Global brands are not as dominant, which might very well be good news for several of the local media companies.

In Sweden, the digital audio pay market currently has a 61% household penetration and video a 49% penetration, as pointed at earlier (newsletter November 7). This is significantly higher than the digital text pay market with 27% household penetration. And noteworthy; the absence of global actors likely gives local media companies a better potential, at least compared to the video market.

Looking at the Nordics as a total, digital streaming subscriptions of audio and video combined reached an aggregated household penetration of close to 70% (fall 2018).

Last week, Swedish actor Readly, a digital magazine subscription service, entered the Dutch market as its eighth territory. In Sweden, Readly is the largest digital magazine service, while being among the top three digital text subscription services. Readly attains a 16% market share in Sweden during the third quarter of 2018, which equals roughly 150’ subscribers. The single actor with the largest market share in the digital text segment is Aftonbladet Plus.

Digital text subscription services market shares in Sweden Q3 2018 (%)
The major newspapers in Sweden (e.g. DN, SvD, GP) still rely on a majority of subscribers to the paper editions. This indicates a significant growth potential for digital text subscriptions. Interesting times are ahead.

Mediavision closely follows the digital transformation of the media industry all through the Nordics. An updated in-depth analysis of the Nordic video market is available, read more here.

Mediavision blogs:

The Swedish gambling market: The upcoming re-regulation, part 1
2018 will go down as a very eventful year on the Swedish gambling market. With a new legislation starting Jan 1, 2019, the market will open up for new companies, operating from abroad. A license system will govern both Swedish and off-shore operators, […].

Mediavision press releases:

Mycket stor dominans från USA i skandinaviskt streamingutbud
Nyligen presenterade EU ett förslag om innehållskvoter för streamingtjänster. Redan i december kan förslaget om minst 30 procent lokalproducerat innehåll bli verklighet.

Industry news:

New York Times plans to invest heavily in AI
New York Times revealed at a media conference that the newspaper will invest heavily in AI and machine learning. The purpose is to tailor the newsfeed to specific users based on interest and preferences.

MTG invests in e-sports & VR startups
MTG has invested in 11 different startups in gaming and interactive entertainment according to a press release. MTG has invested in VR company Nomadic, games studio Phoenix Lab and advertising platform Playfull among others.

YouSee and Netflix signs collaboration deal
In a new collaboration deal Danish operator YouSee has signed a deal with Netflix, making it possible for customers to embed Netflix in the service. Customers of YouSee will be able to pay for Netflix through their existing YouSee invoice.

Amazon reveals most binged Prime series
Amazon has revealed that Tom Clancy’s Jack Ryan and Homecoming are its two most binged Prime originals of the year on a worldwide basis. More members signed up for Amazon Prime in 2018 than ever before. The service is now available in 17 countries.

Ofcom urges PSBs to pool content
Ofcom CEO Sharon White has called on the public service broadcasters of Great Britain to pool their content together on a single platform, urging BBC to take the lead on forming partnerships.

Mediavision in the news:

Netflix dyrast för skandinaver
Kostnaden för strömningstjänsten Netflix är högst i Skandinavien, sett till hur många filmer och tv-serier man får för avgiften. Allra mest betalar danskarna, men även svenskar och norrmän betalar mångdubbelt mer än exempelvis kanadensare.

Industry events

• IAB Sveriges Trendseminarium: December 12, Sweden

*Events where Mediavision will be presenting