FOCUS: SVOD

Disney Plus celebrates 2 years in the Nordics

This Thursday marks the second anniversary of Disney Plus in the Nordics. Mediavision can conclude that in only 24 months, the service has attracted more than 1.7 million subscribing households in Denmark, Norway, Finland, and Sweden – which means that it is the fourth largest service in the region.

The high interest in viewing the UEFA Champions League also translates into high willingness to pay for the league. More than 700’ 15-74-year-olds in the Nordic countries state that they explicitly pay to watch this league. As an average, 19% of those with an interest in a league or tournament pay to watch. For Champions League, the equivalent is as high as 28%.

Disney Plus’ rapid success can be explained by its clear positioning within the kids and family segment and an attractive price point. As Mediavision’s Content Analysis shows, approximately a fifth of Disney Plus’ total content library (in terms of total hours) is within the kids and family genre – and according to the consumers’ evaluation, Disney Plus outranks all competitors in this segment.

FOCUS: SVOD

HBO triumphs at Emmy Awards (again)

FOCUS: AUDIO

Mediavision: 1 million households subscribe to an audiobook service – but customer turnover is challenging

Today, just over 1 million households subscribe to an audiobook service. One year ago, this figure was significantly lower, approx. 800’ households. Growth over the past year amounts to 29 percent, which is considerably higher than for both video services and other audio services, e.g., music. However, no growth is noted when comparing with the first quarter of 2022 – meaning that the record-level of household penetration from Q1 2022 remains stable.

The audiobook market in Sweden is also characterized by high customer turnover, in technical terms referred to as “churn”. This means that many customers either switch between services or churn/return to the same service. For media companies that offer subscriptions, it is important to keep “churn” under control, as it is expensive to acquire new customers. Regarding the audiobook services, it appears as though many customers have cancelled or changed their subscriptions during the past twelve months. Since the various audiobook services provide similar content offerings, bait-and-switch pricing and promotions become important means of competition.

Mediavision in the News