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The number of Nordic households subscribing to sports streaming has increased by 300,000, or 12%, since 2020, according to data from Mediavision.
1.7 million households in the Nordics have at least one paid streaming subscription that includes a sports package. At the same time, the average price of a sports package has risen by 30% since 2020. The most expensive sports packages have risen by almost 40%.
Furthermore, the percentage of households planning to cancel their sports streaming subscription remains the same as in 2020. Mediavision noted in its analysis that this suggests that the loyalty of sports subscribers has not changed, despite the price increase.
– Despite the price increase, more households in the Nordics are buying sports streaming subscriptions. We have also not seen an increase in the percentage of households wanting to cancel their subscriptions, which shows that sports have a high value for its Nordic customers. However, there are clear concerns in the industry about the growth of illegal IPTV and piracy. A large part of today’s sports demand goes to illegal services rather than legal ones, says Adrien GrandeMediavision senior analyst said in a press release.
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