Mediavision: HVOD continues to grow strongly in Norway
October 24, 2024 13.35 Europe/London By Julian Clover


Paid streaming subscriptions with ads, also known as HVOD (Hybrid Video on Demand), continue to grow rapidly in Norway.

Stockholm-based consultancy Mediavision says several astreaming services have launched such subscriptions over the past year. Currently, nearly 600,000 households in Norway have such a subscription.

This type of subscription, which includes ads, is offered at a lower price, making it attractive to many Norwegian households.

“Streaming subscriptions with ads continue to show strong growth in Norway during the fall of 2024. The low price seems to appeal to an increasing number of households, both in Norway and across the Nordic region,” says Marie Nilsson, CEO of Mediavision.

Nearly 600,000 households in Norway report having at least one paid streaming subscription with ads. Compared to Q3 2023, this number has more than doubled. Norway is at the forefront in the Nordic region in this area. Growth can partly be explained by the increased availability and bundled offers through operators and distributors.

“The strong growth for hybrid subscriptions is naturally driven by the fact that more services have launched such offers. We also see that hybrid subscriptions are being bundled with other services, especially through operators or distributors. The range of hybrid subscriptions combined with other services is extensive in Norway,” continues Nilsson.

Today, four out of the five biggest streaming services in Norway offer hybrid subscriptions. However, market leader Netflix has not yet launched such subscription in the Nordics and has also stated that it has no intention to do so in the near future.

In recent years, growth for fully consumer-paid subscriptions has stagnated. To reignite growth in the market, several services have launched hybrid subscriptions, which provides a new revenue stream through advertising while reducing consumer prices.