Disney+ approaches 2 million Nordic subs

After 24 months, Disney+ has amassed almost 2 million subscribers in the Nordics, a new report has found.

According to Mediavision, the streamer which launched on September 15 2020 in the region has attracted more than 1.7 million subscribing households and has established itself with a strong position within the kids and family segment.

Sweden is the biggest Nordic market for Disney+ with 605,000 subscribers. This is followed by Denmark with 495,000 subscribers, Norway at 340,000 and Finland on 270,000.

The research firm attributes the streamer’s strong growth in a relatively short period to its clearly defined remit as a kids-oriented platform. It estimates that a fifth of Disney+’s total content library is within the kids and family genre, outranking all of its competitors in the segment.

Natalia Borelius, senior analyst at Mediavision, said: “It is not an overstatement to say that Disney+ launched with a bang on the Nordic market. The service reached a household penetration of 10% in the Nordics in only two weeks – boosting stacking and subsequently household spend. However, a lot has happened these past two years. 

“The streaming market is saturating, causing actors to search for new ways to boost subscriptions and increase revenues. Many actors are betting on adding hybrid subscription/advertising tiers – and Disney+ is one of them. Mediavision follows these developments closely – and will shortly release new figures on the Nordic SVOD market’s development so far during the second half of 2022.”