Approximately SEK 500 - 600, SvD's film and TV editor Elias Björkman estimates that he would need to put on SVOD - paid streaming sites - to cover his coverage area as a TV writer.
- I have most logins via work, but if I had everything I needed, it would be over a thousand kronor a month, says Elias Björkman.
In the Swedish households that use SVOD services, they spend a little less - approximately SEK 370 - on electricity, according to figures from the analysis company Mediavision.
The average for all households is SEK 160 a month.
The market is slowing down
In 2021, the SVOD market grew in Sweden, but globally, Netflix, the giant in this context, seems to have hit the ceiling with fewer paying customers.
- It reflects a market that has matured and more people are fighting for the same cake.
The market has slowed down, says Marie Nilsson, CEO of Mediavision.
Christian, romantic and British
At the same time as the big companies are trying to figure out how to get viewers to stay with them after the users have finished their free weeks, several niche sites are coming.
For several years, a Dutch company has had both the site With love (only romantic film) and New faith network (only Christian film) active in the Swedish market.
And at the end of April, Britbox will be launched - just British film and television.
- It is above all global services, for them it is not as important to have a high daily view in Sweden, but to have a large number of households in a large geographical area - many countries, says Marie Nilsson.
Advertising on the way back
Most people who have many streaming services jump around between them so that it does not become too expensive, but several of the giants are now considering keeping their viewers through cheaper subscriptions.
- It is advertising that will be the new thing.
Disney plus will launch a cheaper advertising subscription this year, Youtube will do the same and after the loss, Netflix has said that they are watching it as well, says Elias Björkman.