INDUSTRY OUTLOOK

Mediavision Industry Outlook 2025

For the sixth consecutive year, Mediavision has asked stakeholders in the Nordic media industry to share their view on market development in an online survey. The findings from the survey, combined with our reflections and insights, are presented in Mediavision Industry Outlook 2025. The report is now available to all of you upon request – please send an email to anton.ljung@mediavision.se to get your hands on a copy.

Here are a few takeaways from this year’s edition.
 

Video: The industry expects growth in SVOD household spending
 

Focusing on video, most respondents expect household spend on SVOD to increase (compared to ∽30% a year ago). Traditional pay TV spend, on the other hand, is anticipated to decline by ∽80% of all respondents. Despite the predicted decline, traditional pay TV remains the largest media category in terms of household spend in the Nordics in 2024.

By the end of 2024, advertising accounted for approximately 20% of the total Nordic online video revenues. However, with both ad-supported streaming and social video on the rise, this share is expected to increase. The industry expects ads to grow more than consumer spend for online video in the future – over half of respondents believe the ad share will reach 30% by 2027. 28% of respondents believe the ad share will be even larger, at 40%, in 2027, while 11% believe the ad share will remain stable at 20%.

Social media: Uncertainty regarding social media age limits in the Nordics

Video viewing on social media platforms, i.e. social video, has surged in the Nordics in recent years, pushed by younger audiences. As of fall 2024, daily reach of social video averaged 30% across the Nordics, marking a 67% increase compared to fall 2023. Among the 15–24-year-olds, daily reach of social video averaged almost 50% in the Nordics.

In Australia, the Online Safety Amendment Bill 2024 introduced a minimum age of 16 for social media platforms, set to come into force in 2025. Mediavision asked industry stakeholders whether they believe that a similar legislation would be introduced in the Nordics. The result shows a highly divided opinion: ∽40% do not believe in such a law and ∽40% do – the remining share being unsure.

Much more insights are presented in the full report, send an email to anton.ljung@mediavision.se to get your free copy.

Industry Events

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