It is the analysis company Kantar’s latest figures, from the first quarter of this year, that show the unique development. Each person now subscribes and pays for 2.3 power services each. The use of news TV and other free services is in addition. – On an international scale, I have not seen such a high number, says Knut-Arne Futsæter, research manager at Kantar. Knut-Arne Futsæter asks Norwegians about their current habits. Photo: Kantar He leads the implementation of the largest survey in Norway on electricity trends and people’s use of electricity services. The figures are based on what people themselves have reported. None of the commercial power companies will publish figures on how many people subscribe to them. – The high number is probably due to the fact that the Norwegian electricity market is very established and that Norwegians have the opportunity to pay, he explains. Netflix’s future in Norway Netflix has problems internationally after user declines and loss of revenue, the company stated earlier this year. But Norwegians still swear by Netflix. Around 60 per cent still state that the household subscribes to the service. – But they will probably struggle to maintain such a strong position in the future with so many new players in the market, says Futsæter. HBO Max is also popular among Norwegians, in addition to the Norwegian players such as TV2, Viaplay and Discovery. Disney + also makes it sharp in Norway. Jesper Dahl is head of Paramount’s investment in the Nordic region. Photo: Photographer: Steen Aage Nielsen / Photographer: Steen Aage Nielsen Some are struggling more Major international players such as Apple TV +, Amazon Prime and Paramount + have lower support. Only five percent answer that they subscribe to Paramount +, according to the survey. The head of the service, Jesper Dahl, is nevertheless pleased with the establishment in Norway. – Yes, I think this is going very well. – But these are low numbers compared to your competitors, why are you still happy? – This is going according to plan. And the plan is that we will be part of SkyShowtime later this year, Dahl says. SkyShowtime will collect content from several vendors, including Universal Pictures and Paramount Pictures. In addition to content from Sky and Showtime. Knut Kristian Hauger is the editor of Kampanje, which writes about the media and communication industry. Photo: Campaign – It is more difficult for new players to enter the electricity market in Norway, because it is so established among people, Futsæter explains. Content wins Knut Kristian Hauger is editor of Kampanje. An industry website that follows the electricity market closely. He thinks he has a kind of recipe for what the power services need to get people to use them. – You must either have exclusive sports rights or unique drama with high quality. Or Norwegian content about Norwegian reality, he says and adds: – The challenge now is that the market is overheated. There are hardly any people who can create the content anymore, because so much content is needed for the services.
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Norwegians subscribe to a record number of streaming services – news Kultur og underholdning
