Driven by the popularity of bundled offerings. Following a period of slower growth, the SVOD market has experienced a resurgence. Close to 70% of households in Sweden now subscribe to at least one paid streaming service, either as a standalone subscription or bundled with other services such as pay TV.

According to the research outfit’s findings, there has been an increase in households opting for bundled subscriptions that include both SVOD (Subscription Video-On-Demand) services and pay TV.

SVOD In Sweden, household penetration for paid streaming services saw a significant growth of 9% in the first quarter of this year compared to the same period in 2022. This indicates a growing preference among consumers for combined offerings that include both traditional television and streaming services.

After a period of sluggish growth, there has been an uptick in the adoption of paid streaming services in Sweden.

Currently, nearly 70% of households in the country have at least one paid streaming service, either as a standalone subscription or bundled with other services like pay TV. Also known as “buy-through SVOD” or B-SVOD, according to Mediavision.

The reaserch of Svod in Sweden

The research group noted that it is primarily these bundled offers that are fueling the growth. In the first quarter, this type of subscription increased by 15%. Now present in every fourth household, as reported by the company. This suggests that consumers are increasingly attracted to combined offerings that provide a variety of entertainment options through a single subscription package.

According to Mediavision, the introduction of bundled offers has attracted households that previously did not have paid streaming services. TV operators like Telia and Tele2 have been actively launching streaming content alongside their traditional TV offerings.

These bundled packages are perceived as providing good value. This has likely influenced the increased uptake of streaming services, as stated by the research outfit.

The CEO of Mediavision, Marie Nilsson, highlighted the rapid development of bundled offers, with more TV operators entering the market with their own offerings.

Nilsson also noted that these packages are not only appealing to existing streaming service users but are attracting entirely new households who had not previously subscribed to paid streaming services. This trend is expected to continue, as it has resulted in increased access to streaming services and contributed to the overall growth of the market.