On a recent report, Stockholm-based consultancy Mediavision said that half of Nordic households taking an SVOD service have indicated they’re willing to pay extra for a greater supply of local movies and series.
Almost half claim a willingness to pay between €1 and €3 more per month for a larger library of local movies and series. Almost 25% of households would pay €3.
Significantly, Apple TV+ stands out with a majority of its Nordic subscribing households willing to pay more for a larger supply of local content. Today, Apple TV+ has a relatively small library, compared to its streaming competitors, and it is the only service without any Nordic content.
‘Several global streaming services have invested in Nordic content, but to a limited degree’, commented Natalia Borelius, senior analyst at Mediavision. ‘There are also indications that many players are reconsidering their content budgets, following tougher market conditions. However, the high demand and willingness to pay for local content in the Nordics may be a driver to increase prices, combined with additional local content’.
Locally produced fiction still represents a small share of the streaming services total content supply, approximately 2% in terms of runtime. Most of the global services have some Nordic content, but the bulk of locally produced fiction is commissioned by local services such as Viaplay, Cmore/TV4 Play and Discovery.
