The Nordic TV Landscape is Evolving

The digital TV landscape is rapidly changing as new streaming services flood the market, which can also be seen in the Nordic countries. This boom caters to the growing demand for content among Nordic viewers, who are signing up for multiple platforms in increasing numbers. 

However, this regional growth contrasts with a global decline in paid subscriptions for major streaming services. This downturn is pushing these industry giants to introduce ad-supported options, creating exciting new opportunities for advertisers. 

The Nordics, with their tech-savvy population and high streaming adoption rate, offer a fascinating glimpse into these evolving trends. For advertisers looking to capitalize on this dynamic landscape, understanding the nuances of this market – from changing viewer habits to the impact of ad-supported models – will be crucial. 

So, the nuances are important in this evolving TV landscape for both the viewer and advertisers. Will viewers tolerate ads exchange for lower prices? And how effective will ads be on these platforms?  

There is one silver lining though – there has never been a better time to be a part of TV. 

Just look at how fast the various streaming services has been put out on the market over the years:

With your ads on TV, you can reach a big population in the Nordics, as the Nordics are number one in Europe with subscriptions of connected homes. According to an analysis by Ampere from 2024, Nordic households have an average of three subscription services. 

Nevertheless, it’s estimated that streaming subscriptions in the Nordics will surpass 30 million over the various streaming services. With this development, it’s time to reimagine TV.  

So, Let’s Reimagine TV  

With the incoming of a more dynamic TV landscape, we need to consider some things, like:  

• How to maintain the scale of audience reach previously enjoyed through TV 

• How to navigate the fragmentation from a holistic planning, activation and measurement perspective 

• How to navigate the different ad tech platforms 

Some points to access to this Nordic TV landscape are data-driven audience insight and activation, end-to-end audience, campaign planning and comprehensive optimization in reach and frequency.  

This development with reimagining Nordic TV is an ongoing process, which GroupM has its eyes on and is creating exciting opportunities. Therefor there is a good reason to stay tuned for new solutions by your Video Solutions team. 

If you are curious about what this could mean for you in the whirlwind of advertising to your Nordic audience, feel free to reach out to Johan Holm, Director of Video Solutions, Nordics, at [email protected]