瑞典视频流行业市场前景及投资研究报告-培训课件外文版2024.5

DIGITAL

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TRENDSVideostreaminginSwedenCHAPTER

01OverviewRevenueoftheOver-the-top(OTT)videomarketinSwedenfrom2019to2027,bysegment(inmillionU.S.dollars)Over-the-topvideoservicesmarketrevenueinSweden2019-2027,bysegmentVideoStreaming(SVoD)OTTVideoAdvertisingPay-per-View(TVoD)VideoDownloads(EST)80070060050040030020010002019202020212022202320242025202620273Description:Overthelasttwoobservations,therevenueisforecasttosignificantlyincreaseinallsegments.Aspartofthepositivetrend,theindicatorachievesthemaximumvalueacrossallfourdifferentsegmentsbytheendofthecomparisonperiod.Notably,thesegmentVideoStreaming(SVoD)standsoutwiththehighestvalueof747.24millionU.S.dollars.ReadmoreNote(s):Sweden;2019to2027Source(s):Advertising&MediaInsightsAveragerevenueperuseroftheOTTvideomarketinSwedenfrom2019to2027,bysegment(inU.S.dollar)Over-the-topvideoservicesmarketrevenueperuserinSweden2019-2027,bysegmentVideoStreaming(SVoD)121.44OTTVideoAdvertisingPay-per-View(TVoD)132.89VideoDownloads(EST)16014012010080136.86135.53134.21130.68127.08113.2102.4293.1590.9488.7186.1883.8783.1469.5758.026046.5544.5731.0515.84445.2742.7341.139.0636.6315.8433.8915.834015.8415.8415.8415.8415.8415.852002019202020212022202320242025202620274Description:Overthelasttwoobservations,thearpuisforecasttosignificantlyincreaseinallsegments.Uponcloserobservation,therelativelyweakincreaseofthesegmentVideoDownloads(EST)standsoutexplicitly.theindicatorinthissegmentexperiencesvisiblysmallergrowthcomparedtotheaverage,withavalueof1.2025U.S.dollars.ReadmoreNote(s):Sweden;2019to2027Source(s):Advertising&MediaInsightsOver-the-top(OTT)videoviewerpenetrationrateinSwedenfrom2019to2027,bysegmentOver-the-topvideomarketpenetrationrateinSweden2019-2027,bysegmentFree(Ad-Supported)OTTVideoViewersVideoStreaming(SVoD)Pay-per-View(TVoD)70.41%VideoDownloads(EST)80%70%60%50%40%30%20%10%0%73.86%39.31%73.26%73.32%72.45%71.47%69.94%69.28%64.31%35.65%52.06%47.81%45.17%42.15%35.97%30.39%13.35%16.61%10.15%16.94%10.27%17.26%10.39%16.26%10.02%15.73%10.37%15.73%9.83%14.82%10.22%14.21%9.07%9.74%2019202020212022202320242025202620275Description:Overthelasttwoobservations,thepenetrationrateisforecasttosignificantlyincreaseinallsegments.Concerningthefourselectedsegments,thesegmentFree(Ad-Supported)OTTVideoViewershasthelargestpenetrationratewith73.32percent.Contrastingly,VideoDownloads(EST)isrankedlast,with10.39percent.Theirdifference,comparedtoFree(Ad-Supported)OTTVideoViewers,liesat62.93percentagepoints.

ReadmoreNote(s):Sweden;2019to2027Source(s):Advertising&MediaInsightsDistributionofaveragemonthlyhouseholdspendingonmediainSwedenin1stquarter2023,bymediumMonthlyhouseholdmediaspendingshareinSweden2023,bymedium60%53%50%40%30%19%20%10%0%17%11%VideoTextAudioGaming6/statistics/1384188/average-media-spending-share-swedenInthefirstquarterof2023,morethanhalfofthemonthlyaveragehouseholdmediaexpensesinSwedenwasdevotedtovideomedia.Intotal,Swedishhouseholdsspentaround800kronorpermonthonmedia,includingbothofflineandonlineones.ReadmoreNote(s):Sweden;Q12023;includessubscriptionsandindividualpurchasesSource(s):Mediavision(Sweden);SeñalNewsDailyreachofvideoinSwedenin2022,byservicetypeVideoreachinSweden2022,byservicetypeDailyreach0%10%20%30%40%50%60%70%80%90%100%TotalOnlinevideototalonalldevicesTVchannelonTVset90%66%63%FreestreamingservicesonalldevicesPaidstreamingservicesonalldevices58%35%7Description:In2022,thedailyreachofvideoplatformsinSwedenamountedto90percent.Whiletwointhreepeopleinthecountryhavewatchedonlinevideointhe24hourspriortothesurvey,traditionalTVcontentonTVsetswasconsumedby63percentofrespondents.ReadmoreNote(s):Sweden;2022;16-80years;havewatchedinthelast24hoursSource(s):MediamätningiSkandinavienCHAPTER

02PaidvideostreamingHouseholdpenetrationrateofsubscriptionvideo-on-demand(SVOD)inSwedeninthe2ndquarter2021and1stquarter2023HouseholdpenetrationrateofSVODinSweden2021-202380%70%70%61%58%60%50%40%30%20%10%0%Q22021Q22022Q120239Description:Asofthefirstquarterof2023,thehouseholdpenetrationrateofsubscriptionvideo-on-demandinSwedenamountedtoalmost70percent.Thismarksanincreaseofninepercentcomparedtothesameperiodofthepreviousyear.

ReadmoreNote(s):Sweden;Q22021andQ12023;3000respondents;15-75yearsSource(s):DigitalTVNews;Mediavision(Sweden)DistributionofhouseholdssubscribingtovideostreamingservicesinSwedenin1stquarter2022to1stquarter2023,bysegmentHouseholdswithVODsubscriptionsinSweden2022-2023,bysegmentQ12022Q1202350454035302520151054341393315141050Stand-aloneonlyAdd-ononlyBothNeither10Description:Asofthefirstquarterof2023,themajorityofSwedishhouseholdsthatsubscribedtostreamingserviceshadonlyastand-alonesubscription-43percentofthemhadsuchasubscription.However,bundledoffersgrewthemostfrom2022to2023,althoughtheyaccountedforthelowestshare.ReadmoreNote(s):Sweden;Q12022andQ12023;3000respondents;15-74yearsSource(s):Mediavision(Sweden)ShareofstreamingvideosubscribersinSwedenin2022,bygenderSubscriptiontovideostreamingservicesinSweden2022,bygender80%70%60%50%40%30%20%10%0%76%76%75%MenWomenTotal11Description:PayingforavideostreamingsubscriptioninSwedenwasmostcommonamongwomenin2022.Asurveyfoundthat76percentoffemalerespondentsstatedtohavesubscribedtomovieortelevisionstreamingservices.

ReadmoreNote(s):Sweden;2022;6660respondents;9-85yearsSource(s):NORDICOM;OrigoShareofstreamingvideosubscribersinSwedenin2022,byagegroupSubscriptiontovideostreamingservicesinSweden2022,byage100%91%90%80%70%60%50%40%30%20%10%0%86%78%46%15-24year-olds25-44year-olds45-64year-olds65-85year-olds12Description:Notsurprisingly,subscribingtovideostreamingservicesinSwedenwasmostcommonamongyoungeragegroupsin2022.Whileover91percentof15to24-year-oldssubscribedtostreamingservicesinordertowatchTVseriesandmovies,theshareofSwedesaged65to85yearssubscribingtovideostreamingplatformsamountedto46percent.ReadmoreNote(s):Sweden;2022;6660respondents;9-85yearsSource(s):NORDICOM;OrigoShareofofhouseholdsbuyingorrentingvideoonlinemonthlyinSwedenfrom2018to2022HouseholdsusingTVODservicesinSweden2018-202230%25%28%25%24%24%21%20%15%10%5%0%2018201920202021202213Description:In2022,transactionalvideo-on-demandusageinSwedenreachedanewrecord,with28percentofhouseholdsbuyingorrentingvideocontentonlineonamonthlybasis.Thismarkedanincreaseoffourpercentagepointscomparedwith2021,whentheshareofTVODhouseholdsslightlydeclinedfromthepreviousyear.ReadmoreNote(s):Sweden;2018to2022Source(s):Mediavision(Sweden)ShareofpeopleaccessingpaidvideostreamingservicesinSwedenfrom1stquarter2015to4thquarter2022,bynumberofservicesAccesstopaidvideostreamingservicesinSweden2015-2022,bynumberofplatformsFourservicesormoreThreeservicesTwoservicesOneservice90%80%70%60%50%40%30%20%10%0%Q1

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202214Description:Bytheendof2022,themajorityofthepopulationinSwedenhadaccesstofourormorepaidvideostreamingservices,accordingtonearlyoneinthreerespondentstoasurvey.Incontrast,17percentofpeoplesubscribedtooneplatform.Whiletheshareofviewersaccessingfourormoreserviceshasincreasedrecently,theamountofone-serviceusershasdropped.

ReadmoreNote(s):Sweden;Q12015toQ42022Source(s):MediamätningiSkandinavien;estimatesCHAPTER

03Advertisingandad-supportedstreamingChangeindigitaladvertisingspendinginSwedenin2022,byformatDigitaladspendgrowthinSweden2022,byformat14%11.7%12%10%8%9.2%6%4%2%0.5%0%-2%-4%-6%-4.5%VideoSearchSocialmediaDisplay16Description:In2022,theonlineformatofdigitaladvertisingwhichrecordedthehighestgrowthratewasvideo,whichincreasedtheadspenditattractedbynearly12percent,comparedtothe2021result.Searchreportedagrowthrateofnearly10percent,socialmediaspendingremainedstableanddisplayspendingcontractedby4.5percent.ReadmoreNote(s):Sweden;2022Source(s):Resumé;SverigesMediebyråerOnlinevideoadvertisingspendinginSwedenfrom2016to2021(inbillionSEK)VideoadspendinSweden2016-20213.02.52.02.61.981.951.751.521.51.141.00.50.020162017201820192020202117Description:In2021,onlinevideoadvertisingexpendituresinSwedenamountedto2.6billionSwedishkronor.Thissignifiedanincreaseofapproximately14percentcomparedtothevalueof1.98billionreportedayearearlier.

ReadmoreNote(s):Sweden;currentpricesSource(s):IRM;Myndighetenförpress,radioochtvLeadingonlinevideoadvertisersinSwedenin2022,bynumberofimpressions(inmillions)LeadingonlinevideoadvertisersinSweden2022Numberofimpressionsinmillions020406080100120140160SvenskaSpelATG145.75108.28103.47102.41Tele2KindredElgigantenABJohnson&JohnsonCoopForumApotea83.9475.9575.572.8972.31AmazonWillysAB6918Description:ThelargestonlinevideoadvertiserinSwedenin2022wasSvenskaSpel.Thestate-ownedgamblingoperatorrecorded145.75millionimpressionsforitsinternetvideoads.ATG,ahorseracingbettingcompany,rankedsecond,with108.28millionimpressions.ReadmoreNote(s):Sweden;2022Source(s):MediamätningiSkandinavienMostcommonYouTubeusageactivitiesinSwedenasofFebruary2022YouTubeusageinSweden2022,byactivityShareofrespondents0%10%20%30%40%50%60%70%80%Watchvideos/moviesforfun/entertainmentWatcheducationalvideos72%56%Listen/watchmusic49%Watchdocumentaries,scienceorsimilarSubscribestochannels29%25%LookatcontentrelatedtomyworkWatchlecturesgeneraleducation/inspirationLookatcourses/coursematerialsforschoolTakepartintrainingsessions19%18%15%15%WatchsportsTakepartincontentspecificallyforchildrenChecknews/weather12%10%7%Createyourownvideoandupload3%19Description:AccordingtoasurveyofSwedishinternetusersconductedbetweentheendofJanuaryandFebruary2022,themajorityofYouTubeuserswatchedentertainingvideosontheplatform,whileandalmostsixin10watchedinstructionalvideos.Listeningtomusicorwatchingmusicvideosontheplatformwasalsoapopularactivity,withfivein10usersreportingtodoso.ReadmoreNote(s):Sweden;January28toFebruary17,2022;3,939respondents;8yearsandolderSource(s):InternetstiftelsenShareofad-supportedstreamingTVviewersinSwedenasofJanuary2023,bygenerationAd-supportedstreamingTVviewershipinSweden2023,bygeneration70%65%64%60%60%50%40%30%20%10%0%56%GenZMillennialsGenXBoomers20Description:InSweden,ad-supportedstreamingTVwasmostpopularamongoldergenerations-nearlytwointhreeboomerstoa2023surveystatedthattheyusedthoseplatformstowatchTVshowsandmovies.Incomparison,56percentofGenZviewersconsumedvideocontentonad-supportedstreamingservices.ReadmoreNote(s):Sweden;December22,2022toJanuary11,2023;4,135*;16-74years;respondentswatch7+hoursofTVaweek;*RespondentsacrosstheNordiccountriesDenmark,Finland,Norway,andSweden.

ReadmoreSource(s):HarrisInteractive;MagniteOpinionaboutwatchingadsinexchangeforfreeorreducedcosttoaccessTVshowsandmoviesinSwedenasofJanuary2023Opinionaboutwatchingfreeorlower-costcontentwithadsinSweden202350%45%45%40%35%30%25%20%15%10%5%31%24%0%Prefertowatchfreead-supportedcontentAcceptsomead-supportedcontentforareducedcontentPrefertopayforanad-freeexperience21/statistics/1398726/preference-ad-supported-content-swedenAsurveyconductedfromDecember2022toJanuary2023foundthat45percentofSwedishrespondentsacceptedsomead-supportedcontentforareducedprice.Incomparison,aroundonefourthofpeopleinterviewedwouldpayforanad-freeplan.ReadmoreNote(s):Sweden;December22,2022toJanuary11,2023;4,135*;16-74years;respondentswatch7+hoursofTVaweek;*RespondentsacrosstheNordiccountriesDenmark,Finland,Norway,andSweden.

ReadmoreSource(s):HarrisInteractive;MagniteCHAPTER

04PlatformsAveragedailyviewingtimeofselectedvideostreamingservicesinSwedenin4thquarter2022(inminutes)DailyviewingtimeofselectedvideostreamingservicesinSwedenQ420224035.8353025201510527.918.913.18.68.67.16.30YoutubeNetflixSVTPlayCMoreViaplayDisney+TV4PlayHBOMax23Description:Inthefourthquarterof2022,YouTubewasthemostwatchedvideostreamingplatforminSweden,withanaveragedailyviewingtimeofoverhalfanhour.Netflixcameinsecondplace,withaviewingtimeofonaverage28minutesperday.SVTPlay-theonlineTVserviceofSverigesTelevision-placedthird.ReadmoreNote(s):Sweden;Q42022;9-99yearsSource(s):MediamätningiSkandinavien;Myndighetenförpress,radioochtvTotalviewingtimeofbroadcastervideo-on-demand(BVOD)inSwedendailyfrom2021to2022,bynetwork(inhours)DailyviewingtimeofonlineTVinSweden2021-2022,bynetworkViewingtimeinhours2022600,0002021800,0000200,000400,0001,000,0001,200,0001,400,0001,600,0001,391,8131,368,025SVT536,726488,905TV4UR57,62657,77933,61133,611ViaplayGroup13,47673,088WarnerBrosDiscovery24Description:Whatisthemostpopularbroadcastervideo-on-demandnetworkinSweden?Accordingtomeasuresmadein2022,SwedesspentthemosttimeonwatchingonlinecontentfromthepublicbroadcasterSverigesTelevision,atabout1.4millionhours.SecondwasTV4,with536.7thousandhoursviewedthatyear.ReadmoreNote(s):Sweden;2021to2022;3,000householdsSource(s):MediamätningiSkandinavienShareofindividualswithaccesstoselectedsubscriptionvideo-on-demand(SVOD)servicesathomeinSwedenin2021ShareofindividualswithaccesstoselectedSVODservicesathomeinSweden2021Shareofindividuals0%10%20%30%40%50%60%70%NetflixViaplay64%33%Disney+28%26%24%CMoreHBOMaxAppleTV+9%9%Discovery+SFAnytimeAmazonPrimeComhemPlayTeliaPlay8%7%6%5%5%YouTubePremium25Description:Netflixisthesubscriptionvideo-on-demandservicewiththehighestreachinSweden.Inthefourthquarterof2021,nearlytwointhreeSwedeshadaccesstotheSVODplatformathome.SecondcamethedomesticproviderViaplay,followedbyDisney+andCMore.ReadmoreNote(s):Sweden;Q42021;9-99yearsSource(s):MediamätningiSkandinavien;Myndighetenförpress,radioochtvShareofindividualswithaccesstoViaplayathomeinSwedenfrom2015to2021AccesstoViaplayathomeinSweden2015-202135%30%33.2%29.5%28%25%23%21%21%19%20%15%10%5%0%201520162017201820192020202126Description:Inthepastyears,theshareofSwedesaccessingthesubscriptionvideo-on-demandplatformViaplayincreased.In2021,aboutoneinthreeofthepopulationhadaccesstoit.Bycomparison,theshareamountedto19percentasof2015.

ReadmoreNote(s):Sweden;2015to2021;9-99years;conductedin4thquarterofeachyearSource(s):MediamätningiSkandinavien;Myndighetenförpress,radioochtvNumberofViaplayoriginalsinselectedcountryasofMarch2023,byprimarygenreNumberofViaplayoriginals2023,bygenreCrime&thrillerDocumentaryComedyOther1801601401201008052115360101071654021502021210SwedenUKU.S.27Description:AsofMarch2023,theoriginalcontentcatalogofSweden-basedstreamingserviceViaplaywasdominatedbycrime&thrillerprogramming,aswellasdocumentaries.InViaplay'shomecountry,forexample,thenumberoforiginaldocumentariesamountedto53,whiletheplatformaired50owncrimeandthrillerproductions.ReadmoreNote(s):Sweden,UnitedKingdom,UnitedStates;March2023Source(s):AmpereAnalysisShareofindividualswithaccesstoHBOMax(formerlyHBONordic)athomeinSwedenfrom2015to2021AccesstoHBOMaxathomeinSweden2015-202130%25%20%24.4%21%18.5%14%14%15%10%5%8%6%0%201520162017201820192020202128Description:TheshareofSwedishpopulationsubscribingtothevideo-on-demandplatformHBOMax(formerlyknownasHBONordic)hadmorethanquadrupledwithintheperiodfrom2015to2021.Accordingtothemostrecentdata,theshareofSwedesaccessingHBOMaxamountedto24.4percentasofthelastquarterof2021.ReadmoreNote(s):Sweden;2015to2021;9-99years;conductedin4thquarterofeachyearSource(s):MediamätningiSkandinavien;Myndighetenförpress,radioochtvNumberofDisneyPlussubscribinghouseholdsinselectedNordiccountriesasofspring2022(in1,000s)Disney+subscriptionsinNordiccountries20227006056004955004003002001000340270SwedenDenmarkNorwayFinland29Description:AfteralmosttwoyearsontheNordicstreamingmarket,roughly1.7millionhouseholdssubscribedtotheserviceDisney+asofspring2022.MostofthesubscriberswerecountedinSweden,with605,000subscriptions.

ReadmoreNote(s):Denmark,Finland,Norway,Sweden;Spring2022Source(s):Mediavision(Sweden)DailyreachofNetflixinSwedenin2022,bygenderandagegroupDailyreachofNetflixinSweden2022,bygenderandage60%54%50%44%40%33%33%32%30%20%10%0%26%12%TotalWomenMen15-24years25-44years45-64years65-85years30Description:Asurveyfrom2022foundthatoneinthreerespondentsinSwedenwatchedNetflixonadailybasis.Thedailyreachwasthehighestamong15to-24-year-olds,atover50percent.Incontrast,theshareofdailyNetflixusersamountedto12percentintheagegroup65to85years.ReadmoreNote(s):Sweden;2022;6,660respondents;9-85yearsSource(s):NORDICOM;OrigoCHAPTER

05ConsumerbehaviorShareofindividualswatchingvideostreamingservicesperdayinSwedenfrom2011to2022ShareofindividualswatchingvideostreamingservicesperdayinSweden2011-202270%60%50%61%58%55%47%40%36%33%33%30%29%30%20%10%0%27%27%21%20112012201320142015201620172018201920202021202232Description:Accordingtoasurveyfrom2022,nearlytwothirdsoftheSwedishpopulationwatchedvideostreamingservicesdaily.Thiswasagrowthcomparedwiththepreviousyear,when58percentofthepeopledidso.

ReadmoreNote(s):Sweden;2011to2022;6,660respondents*;9-85years**;*Refersto2022.Thenumberofrespondentsmaydifferinpreviousyears.**Refersto2020onwards.Theagegroupwas9-79yearsinthepreviousyears.Figuresforyearsfrom[...]

ReadmoreSource(s):NORDICOM;OrigoShareofindividualswatchingvideostreamingservicesperdayinSwedenfrom2011to2022,bygenderWatchingvideostreamingservicesperdayinSweden2011-2022,bygenderMenWomen70%60%50%40%62%60%59%57%56%53%48%46%39%35%35%33%32%31%30%30%30%28%28%30%20%10%0%27%26%24%21%20%20112012201320142015201620172018201920202021202233Description:Consumingcontentviavideostreamingservicesincreasedinrecentyears.In2022,theshareofmalepeopleinterviewedinasurveyamountedto60percent,while62percentofwomenstatedtowatchvideo-on-demandandstreamingTVcontentonadailybasis.ReadmoreNote(s):Sweden;2011to2022;6,660respondents*;9-85years**;*Refersto2022.Thenumberofrespondentsmaydifferinpreviousyears.**Refersto2020onwards.Theagegroupwas9-79yearsinthepreviousyears.Figuresforyearsfrom[...]

ReadmoreSource(s):NORDICOM;OrigoShareofindividualswatchingvideostreamingservicesperdayinSwedenin2022,byage