The streaming services have existed in Sweden since 2012. If they initially attracted the local audience with expensive drama, it is now the reality genre that dominates.
It was clearly noticed when HBO Max announced that there will be no more local drama series and when Amazon prime video now rolls out the autumn offer, reality and "unscripted" are the focus.
- We want to reach a breadth, we see that the Swedish people have had a long loving relationship with the reality genre for many, many years, it is not very surprising for us.
We use the collective name unscripted, which includes reality and comedy and there are six productions coming in the coming weeks, says Karin Lindström, head of Nordic original production at Amazon prime video.
Fast and cheap
But why has it taken so long for streaming services to enter the reality show genre?
- It's cheaper and it goes faster.
Streaming services have grown in the first ten years thanks to high-quality drama, now the industry is maturing and the growth curve is flattening.
For the companies, expanded content is a way to reach new or more customers.
I think many people missed reality, says Marie Nilsson, CEO of Mediavision, who analyzes the media industry.
Among Prime video's new titles is the blow-up program "Owned by Danny", created by the artist Danny Saucedo, where he will "prank" famous and unknown people.
"In the series, we get to see Danny step into different characters and the strangest scenarios when he tricks celebrities like Anis Don Demina, Samir Badran and Julia Franzén," writes the company.
They also pick up the viewing battle in the dating reality segment.
In "Heta hjärtan" singles have to date and be challenged in a sauna.
No recession investment
But it is not the recession that makes people choose to invest in a format that is cheaper and faster than drama, says Andreas Hjertø, head of Nordic content at Prime video.
- It is not a recession investment!
What is important to see is that this is the beginning of a long-term investment.
It will be scripted, unscripted, films and series.
We have also launched a Nordic film agreement and will have the best Nordic films.