Finns turning to ad-supported streaming to curb costs
Consumers in Finland spend an average of €62 per month on media services — significantly less than their Nordic neighbours.
Finns are increasingly opting for ad-supported streaming services to cut down on costs, following a decline in growth for traditional ad-free subscriptions amidst the pandemic. Media analyst Fredrik Liljeqvist from Mediavision in Stockholm explained that hybrid subscriptions, which include paid advertising breaks, are a departure from the ad-free model that previously fueled the sector's expansion.
Subscribers who choose ad-supported packages can save between 30 and 50 percent on their subscription costs by avoiding sports packages. Hybrid subscriptions have gained ground in Finland, with their market share rising from 15 percent last year to 21 percent this year. Streaming giant Netflix is planning to introduce ad-supported versions in Denmark, Norway, and Sweden by 2027, and it is likely to happen in Finland too.
Finnish households spend an average of 62 euros per month on digital media, significantly lower than the Nordic average of 87 euros. Price differences across borders reflect each market's consumers' willingness to pay, with Finnish consumers spending around half of their media euros on video services, compared to nearly 60 percent in Denmark, Norway, and Sweden.
Finland historically offered a broad free TV offering, and this culture persists, with only about 50 percent of Finnish media spending on TV and video content.
Written by urgent.news from Yle News Finland's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
