Content streaming surges in Nordic countries
Posted on Aug 27, 2013 by YuMe
While streaming services like Netflix and Hulu may have seen their big break in the states, they've rapidly expanded across the world to reach millions of consumers. With more people turning to Internet content providers to watch television programming and movies, brands that invest in video advertising online are realizing they have access to an increasingly important consumer demographic. The trend is especially apparent in Nordic countries, where streaming video adoption is growing at an impressive rate.
In Denmark, Finland, Norway and Sweden, streaming long-form video website visits hit 2 million in June 2013, a 190 percent year-over-year increase from June 2012, according to comScore.
Among those countries, Denmark had the highest rate of consumers seeking the services of retail-movies sites in June 2013, with an estimated 700,000 Internet users visiting such sites, up 94 percent from the year before.
Sweden took second place, as 478,000 people in the country visited streaming content provider sites, up 148 percent from June 2012. While numbers weren't as high in Norway and Sweden, both saw an incredible surge in interest in online long-form video, as visits to content platforms increased 981 and 271 percent, respectively, during the year.
According to comScore, the launch of Netflix in Nordic countries last year has drastically influenced the dramatic increase in the number of consumers frequenting sites that allow users to view television shows and movies online. In June 2013, 1.5 million Web users in the four countries used Netflix, up 9 percent from June 2012.
Quoting separate findings from Mediavision, eMarketer stated the number of households with a subscription to a Web TV or streaming service in Sweden tripled after Netflix arrived in the country.
As more consumers in Nordic countries become avid Internet content viewers, brands can effectively target and reach them with video ads online.