It's not only the number of platforms for movies and series is increasing.

If you look at the largest players that have been active since 2013, Netflix, HBO, Viaplay and Cmore, the cost of a basic subscription has increased by an average of 50%.

From SEK 84 a month to SEK 126.50, this is shown by figures produced by the analysis company Mediavision.

- Prices are rising partly because we as consumers demand new and more well-produced material.

But then it is also the case that the market begins to approach saturation.

It will be more difficult for the players to acquire customers, the marketing will be more expensive.

And then they increase the prices, says Marie Nilsson, CEO of Mediavision.

More services lead to cost illusion

More and more people are also acquiring streaming services.

In 2013, 13% of households in Sweden had at least one of the services.

Today, after a dramatic increase, that figure is 60%.

And the same household also acquires more services.

Marie Nilsson believes that this transition in how we consume media contributes to the invoice feeling even more expensive than it actually is.

- You do not think that you pay less for your traditional TV today, or that you have exchanged your CD purchases for streaming subscriptions.

It's a transformation in how we distribute our money and when it comes to streaming it's the same thing.

Which makes it feel like it is increasing more than it has done in total, says Marie Nilsson.

Netflix: "We change prices to reflect investment"

The streaming service Netflix believes that price increases are necessary to provide the best possible service.

- We change our prices from time to time to reflect the significant investments we have made in new series and films, as well as improvements to our product.

We have produced many fantastic films and series since we came to Sweden in 2012, says Netflix in a comment to Kulturnyheterna.

Nordic entertainment group, which owns Viaplay, believes that the same reason is behind it.

- We are constantly working with Viaplay's development, both the platform and its content.

We currently offer significantly more series and films compared to 2019 and are today the Nordic region's largest producer of Nordic original series.

In addition, we plan to release another 70 original productions this year.

In the clip: See graphics for the price increase over time and hear Marie Nilsson about why prices go up.