Forecast: Nordics steaming ad revenue to triple by 2030
October 15, 2026



The Nordic paid streaming market has grown strongly over the past decade, reports Mediaivison, driven primarily by more paying households and subscriptions. The market is expected to keep growing through 2030, but with new growth drivers in which advertising plays an increasingly important role.

According to Mediavision’s forecast, advertising revenue from hybrid subscriptions (HVoD) is expected to rise from around €150 million in 2026 to nearly €450 million in 2030. Advertising’s share of revenue is thus expected to more than double, from 6 to 13 per cent. The forecast points to a market in which ad-supported subscription models are becoming increasingly important financially.


“We are already seeing viewing shift towards subscriptions with advertising across the Nordics. We expect revenue to follow, and advertising to become an increasingly important part of the streaming services’ business. For the players, it is no longer just about how many subscribers they have, but also about how much those subscribers watch and how that viewing can be converted into revenue,” commented Fredrik Liljeqvist, Head of Analysis at Mediavision.

As major streaming services introduce ad-supported subscriptions, the competitive landscape is also changing. Players that previously competed mainly for consumers’ subscription spending are now also entering the advertising market.

“As more and more streaming services combine subscription fees with advertising, the conditions for the entire market are changing. Prime Video’s entry and Netflix’s upcoming launch are expected to accelerate this development. Competition for advertisers’ investments is intensifying, but at the same time streaming is growing as an advertising channel. With more viewers and greater reach, ad-supported streaming is likely to become an increasingly attractive option for advertisers,” concluded Liljeqvist.