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🇫🇮 Finland’s Streaming Market Is Stagnating
In autumn 2025, Finland’s streaming services market showed signs of stagnation. The total number of paid subscriptions fell by 2% year over year, according to Mediavision.
The decline was driven by a sharp drop in fully paid, ad-free plans:
📉 ad-free subscriptions fell by 10%;
📈 ad-supported subscriptions (HVoD) grew by 18%.
This shift in the subscription mix was not enough to prevent an overall loss of around 70,000 subscribers.
As a result, Finland became the only market in Scandinavia where growth in ad-supported subscriptions did not lead to overall market growth.
While online viewing continues to dominate, accounting for 57% of total video viewing time (including social media), this figure remained virtually unchanged from the previous year.
The stagnation has intensified competition, forcing services to focus on retaining existing customers rather than acquiring new subscribers.
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