The Finnish streaming market shows signs of stagnation during the fall of 2025, with the total number of streaming subscriptions declining. Ad-free subscriptions decrease, while growth in ad-supported tiers only partially offsets the downturn. Together, these shifts point to an increasingly competitive Finnish streaming landscape. This is presented in Mediavision’s latest analysis of the Finnish TV & Streaming market.

Despite strong growth in ad-supported streaming, the Finnish streaming market declines in the fall of 2025. Total paid subscriptions decline by two percent year-over-year, driven mainly by a ten percent drop in fully paid, ad-free subscriptions.

– Finland stands out as the only Nordic country where growth of subscriptions with ads does not drive market growth, comments Fredrik Liljeqvist, Principal Analyst at Mediavision.

Meanwhile, the structural evolution of the market continues. Online viewing makes up an increasing share of all viewing as traditional TV continues to decline. In fall 2025, 57 percent of all video viewing time is spent on online services, including social video. However, similar to the stagnation in streaming subscription growth, online viewing is stable vs the year prior.

– Overall, the viewing migration from TV to streaming in Finland continues, despite stagnating growth online. This, however, means that services and actors must compete for shares on a market that has not grown for the past 12 months – meaning increased competition for existing consumers rather than battling to reach new targets, Liljeqvist concludes.

About Mediavision

Mediavision is a Nordic independent analysis and consultancy firm, focused on analysis and strategy within traditional and digital media. 3,000 respondents aged 15–74 are interviewed online each quarter in Sweden. The data from the survey consists of self-reported values from a nationally representative sample.

For more information, contact:

Fredrik Liljeqvist
E-mail: fredrik.liljeqvist@mediavision.se
Tel: +46 8 52 80 90 90

Media

Download pictures of Fredrik Liljeqvist and brand assets for press use here.