TV Everywhere (TVE), i.e. services that mirror pay TV content online, has been a staple offering for some time now. The Nordic operators have been pushing consumer awareness of TVE as this feature is a retention tool. According to Mediavision analysis, the awareness among the customers is increasing fast.

Since 2016, consumer awareness of TVE has grown quickly across all four Nordic markets, fastest in Finland. Our conclusion is that awareness among the traditional pay TV households today is very high. The operator concern should rather be around usage of TVE. As SVOD has been challenging to the pay TV operators, TVE is one of the more important anti-churn factors. Another measure to keep the customers satisfied is to bundle traditional pay TV with so called buy-through SVOD (“B-SVOD”).

Mediavision can conclude that the usage of TVE is growing; weekly reach among pay TV customers now range between 52% and 72%. Also in usage, Finland is taking the lead. Viasat is the clear market leader in TVE, across all four markets. However, competitors are closing in and especially Canal Digital in Norway has seen a surge in both awareness and usage. This is likely good news for the newly started joint venture between NENT and Telenor (“Allente”).

On that subject, NENT on June 26th upgraded Viaplay’s target for subscriber intake to +600’ for the full year of 2020. Q1, NENT Group reported a total of 2,6 million subscribers to Viaplay. The vast majority (1,67 million) comes from SVOD, meaning that approximately 930’ Viasat D2C or third-party subscribers would have access to the TVE service.

Summer is finally here! This will be our last newsletter for the season, so we would like to take this opportunity to thank all of our friends for your good support. We hope that you will soon get some time for a well-deserved rest, after an extremely challenging 2:nd quarter. We will be back in August!