Mediavision’s analysis of the interplay between content supply and demand shows a gap. Today’s consumers of video streaming services don’t really find what they want – or maybe the supply is not targeted enough. The conclusion? There is room for improvement.

The Nordic streaming market has seen a substantial growth over the last 12 months, with additionally 3 million new subscriptions (i.e. SVOD). The market is characterized by intense competition and an increasing supply of content. So, how do the streaming services meet the consumer demand in the Nordic’s?

* Library/on demand centric genres selected, i.e. news, sports, music etc excluded.
Source: Mediavision

The dominant streaming services in the Nordics are Netflix, Viaplay, HBO Nordic, Disney+ and Cmore. The aggregated content supply of these services shows a clear dominance of non-local TV series. On the other hand, we notice that although foreign TV series gather the single largest viewing share, there is an overload of this genre. And the same goes for the second largest genre – kids’ content, where supply highly exceeds demand. Looking at local entertainment the relation is the opposite: Share of supply is still small while the genre actually attracts 10% of all viewing. The conclusion? In a short-term perspective, an increasing demand will be skewed towards local content. As online viewing matures, the late majority and older households will become increasingly important for market growth. And here we see a greater demand for local content in general and entertainment in particular.

Another interesting sign of times: The Nordic streaming landscape saw yet another actor entering this last week – the British sports streaming service DAZN. It launched in 200 new countries in a version exclusively focused on boxing. In other countries (e.g. Austria, Germany and Switzerland), DAZN also holds rights to several other sports, including the FIFA World Cup, NFL and NBA.

Further, an upcoming addition to the market was announced yesterday, when Discovery revealed that new service Discovery+ will launch in 25 countries with a focus on non-scripted content. In the Nordics, this means that Dplay will be rebranded as Discovery+ in January, with additions to the current content offering, for example Eurosport’s sports rights.