Streaming services face strong competition for Swedish subscribers as rivals close in on Netflix

Prime Video is a relative newcomer in the Nordic region

Competition among streaming services in the largest Nordic market, Sweden, intensified in 2024, with more services now competing for household budgets and consumers’ time, according to media and telecom industry analysis firm Mediavision.

Mediavision has found the likes of Amazon-owned Prime Video and SkyShowtime, which launched in Sweden in 2021 and 2022 respectively, are gaining subscribers, while early entrants such as Netflix maintain stable household penetration.

With relative newcomers such as Prime Video and SkyShowtime gaining traction, the gap between them and market leader Netflix is gradually narrowing, Mediavision said.

Nearly one million new paid streaming subscriptions were added in Sweden in 2024, according to Mediavision. At the turn of the year, the average streaming household had 2.7 paid streaming subscriptions, setting a record and marking a 10% increase compared to 2023.

Mediavision also noted that video consumption via social media platforms is gaining viewer share, further intensifying competition as global streaming services continue to attract subscribers

“The market is entering a new phase, as more services offer video,” said Fredrik Liljeqvist, senior analyst at Mediavision.

“The top players are facing harder competition than just a few years ago. In 2025, the number of subscriptions per streaming household is expected to continue rising. We predict continued intense competition in the streaming sector, both in terms of subscription revenue and viewership,” Liljeqvist said.