Swedish streaming services: Intensifying competition on an increasingly challenging market

Swedish consumers are becoming more price sensitive and are increasingly cancelling streaming subscriptions to save money. At the same time, the fight for the Swedish consumer is intensifying. With Netflix as clear Swedish market leader, the other streaming providers are fighting for the 2nd place. To be able to defend, and grow, market share, streaming providers need to find new ways to differentiate and build strong value propositions towards the Swedish consumers.

Increasing subscription fatigue and price sensitivity

During the pandemic, consumers increased both the time and money spent on streaming services. Now, post-pandemic and with rapidly increasing costs of living, consumers’ habits and priorities are changing. Consumers are becoming increasingly price sensitive and are cancelling rather than adding streaming subscriptions, making for a challenging market for streaming providers.

The average Swedish consumer now has 2.3 paid…