Norway’s streaming landscape mirrors its innovative and tech-savvy population, with global platforms and local content creators reshaping the way Norwegians consume entertainment.

Streaming behavior in Norway aligns with trends in other mature markets, but has a distinct flavor all its own. With a taste for content reflecting their rich heritage and an increasingly symbiotic relationship between social media and streaming, Norwegians are receptive to global brands who can meet their high standards. 

Here’s what you need to know.

Norway’s Growing and Diverse Streaming Market

Norway ranks third globally in subscription video-on-demand (SVOD) service penetration, with over 80% of the population subscribing to streaming services in 2022. Younger generations are particularly engaged, with over 90% of those aged 9-44 using streaming services.

While Netflix dominates with 55% of Norwegian households subscribing, followed by HBO, Viaplay, and Disney+, the market is more diverse and competitive than in many other countries. Local platforms like TV 2 Play have secured a significant 35% market share, demonstrating Norwegians’ appetite for both international and homegrown content.

As with other markets, ad-supported channels are rising in popularity in Norway. Nearly 600,000 Norwegian households now subscribe to ad-supported services, a figure that has more than doubled since Q3 2023, despite ads feeling generic. This highlights a significant shift in consumer preferences towards hybrid subscription models. In fact, four out of the five largest streaming services in Norway have embraced this approach, indicating a strategic pivot in content delivery.

The streaming landscape in Norway is also closely tied to broader economic trends. Despite challenges in the general economy, TV market revenues continue to rise, and online viewing has surpassed traditional TV consumption at a Nordic level. Over the past four years, the streaming market has grown by 10% annually, compensating for the decline in traditional broadcast TV ad revenues. 

The Nordic streaming market continues to expand, with paid subscriptions nearing 20 million across the region. Norwegian households are particularly interested in content bundles, with nearly half accessing streaming services through bundled offers from TV and broadband operators. Over 60% of households with pay TV have streaming services integrated with their operator’s package.

Shifting Content Preferences and Consumption Habits

Norwegian viewers have developed a sophisticated taste for content that blends international appeal with cultural relevance. This duality plays a significant role in shaping viewing habits and platform preferences, reflecting the digitally mature media landscape in Norway.

This maturity presents challenges for newcomers, as established players like NRK and TV 2 have already secured widespread distribution. As early adopters of streaming services offering distinctive Norwegian content, these platforms have leveraged valuable data and insights to solidify their positions in the market, making it difficult for global services to compete.

While global hits remain popular, there is a strong demand for locally produced content that resonates culturally. International content, particularly from the US, continues to draw large audiences thanks to high production values and broad appeal. For instance, Netflix’s Stranger Things ranks as one of the most in-demand digital originals in Norway. However, the success of Ragnarok, a Norwegian-language Netflix series, underscores the growing appetite for programming that reflects local culture and language.

Nordic Noir, a genre known for its gritty realism and social commentary, has become a major cultural export for the region, further highlighting the demand for locally produced stories. This trend is reflected in the continued investment by streaming services like Viaplay in local content production.

The Symbiosis of Social Media and Streaming in Norway

The Power of Short-Form Content

Short-form video content has become a significant driver of streaming engagement in Norway. Platforms like TikTok, YouTube Shorts, and Instagram Reels are leading this trend, with local creators gaining substantial followings. For instance, Norwegian comedian and influencer Herman Flesvig has amassed over 550k followers on TikTok, often using the platform to promote his shows like In The Army Now on streaming services.

As of March 2024, Instagram was used by 71% of Norway’s online population, while TikTok reached 42%. These platforms serve as crucial discovery tools for streaming content, with their bite-sized formats perfectly suited for trailers, teasers, and behind-the-scenes glimpses.

While short-form video is dominant, a multi-platform approach remains essential in Norway. With 4.49 million Norwegian users in early 2024, YouTube continues to be a significant player, offering both short and long-form content. Additionally, Facebook maintains its position as the most popular social media platform in Norway, with 85% of social network users utilizing the service. This diverse ecosystem allows streaming platforms to tailor their content and marketing strategies to each platform’s unique strengths.

Partnering with Local Influencers

Collaborating with local influencers is a game-changer for streaming platforms seeking to expand in Norway. The influencer advertising market is projected to grow annually by 7.43% between 2025 and 2029, reaching a market volume of US$150.80 million. This growth indicates an increasing reliance on influencer marketing across various industries, including streaming services. 

The most notable example is Ulrikke Falch, who gained fame for her role in the popular Norwegian teen drama Skam. Falch played Vilde Lien Hellerud in the series and has amassed 686,000 followers on Instagram, where she discusses various topics including her acting career.

Skam itself is a prime example of how Norwegian TV series have leveraged social media, particularly Instagram, for promotion and audience engagement. The show’s producer, Mari Magnus, managed Instagram accounts for all 15 characters, with some accounts gaining up to 800,000 followers. This innovative approach blurred the lines between fiction and reality, allowing fans to interact with the show’s universe in real-time.

The success of Skam on social media demonstrates how Norwegian broadcasters like NRK (Norway’s public service broadcaster) are using platforms like Instagram to reach and engage younger audiences. By publishing scenes and social media posts in real-time throughout the week, Skam created a highly engaging experience that kept viewers connected to the show beyond traditional TV broadcasts.

Harnessing Social Media for Platform Growth

As of January 2024, Norway had 4.49 million active social media user identities, representing 81.7% of the total population. In particular, video viewing on social media platforms in the Nordics has surged in recent years, largely due to younger audiences of 15-24 year olds, where the daily reach of social video was 50%. This high penetration rate provides a significant opportunity for streaming platforms to engage with a large, digitally savvy audience. With detailed demographic data available on social media usage, streaming services have the opportunity to fine-tune their social media marketing strategies to reach specific audience segments more effectively.

That said, Norway is likely to follow in the footsteps of Australia in introducing social media age limits, which may extend to streaming services, potentially restricting the collection of user data for personalization and marketing purposes.

Podcasts offer streaming companies another area of opportunity. Norway has a strong podcast culture, with 34.22% of Norwegians listening to podcasts monthly. Streaming platforms can tap into this trend by creating exclusive podcast content related to their shows or partnering with popular Norwegian podcasters on social content.

FINAL THOUGHT

The future of streaming in Norway looks incredibly promising, with the SVOD market projected to reach US$497.80 million by 2027, growing at a rate of 8.77%. 

As Norwegians continue to embrace digital entertainment, the balance between globally recognized hits and locally produced content will shape the future of streaming in this picturesque nation. Key strategies for success include investing in high-quality Norwegian and Nordic content, offering flexible pricing models, providing seamless user experiences across devices, and leveraging Norway’s high internet penetration and tech-savvy population.

Looking to boost your presence in Norway’s streaming market? Let’s chat.