Since Netflix was launched in the Nordics in 2012, video streaming has increased steadily.
Now 54 percent of Swedish households have some type of video streaming service and they pay an average of SEK 222 a month for their accounts.
- In the just concluded third quarter, we see that these households have an average of two streaming services.
That is a record figure, says Marie Nilsson, CEO of the media analysis company Mediavision.
What drives video streaming is primarily American drama series, at the expense of traditional television and cable companies.
More and more movie giants want to enter the lucrative market.
On Monday, Disney, which has already launched Disney +, announced that it will make streaming its top priority.
After the announcement, the share rose just over 5 percent in US after-sales, while the competitor Netflix share backed.
"The market is lagging behind"
The streaming companies that have the most Swedish subscribers are Netflix and Spotify, where the latter is increasingly investing in podcasts to make themselves more unique among other music services.
Both the image and sound companies compete for our time, but the conditions look different.
- The big difference is that podcasts are largely available for free.
As long as it lasts, I think that market will be limited.
In addition, that market is a little behind, not as many people use podcasts today as digital video, says Marie Nilsson.
Watch the entire program on SVT Play.
The finance office is published every Tuesday night on SVT Play. It is also broadcast on SVT2 on Tuesdays 21.45. Host: Alexander Norén.