Danish paid streaming subs pass four million milestone

Danish households’ appetite for video streaming continues to grow. The number of paid streaming video subscriptions in Denmark now exceeds four million, with more than half a million new subscriptions added in the past 12 months, according to Swedish research outfit Mediavision.

According to Mediavision’s latest analysis of the Danish TV and streaming market, household penetration for SVOD, including TV2 Play, Viaplay and Netflix, now amounts to 66%, higher than in any other Nordic country. Growth year-over-year amounts to 8%.

According to the research outfit, more than half a million new paid streaming video subscriptions have been added to the market in the last year, taking the total number of subscriptions over four million.

On average, a Danish household with SVOD pays for 2.5 video streaming services, unchanged compared to last autumn.

HBO Max has seen the highest growth over the past 12 months as its household penetration has increased by 67%, boosted by the services re-launch from HBO Nordic to Max last year.

The biggest paid services in Denmark are Netflix, TV2 Play and Viaplay.

“Despite threats of a weakened economy, Mediavision’s analysis points at a strong position for SVOD also in 2023. Danish households value their streaming subscriptions highly, with no obvious plans to cut back on that expenditure yet. However, this could change rapidly if the situation takes a turn for the worse,” said Marie Nilsson, CEO at Mediavision.