Global services capture majority of Norwegian video viewing- Mediavision

The Norwegian video market is undergoing rapid transformation. In spring 2026, global services accounted for nearly 55 percent of all video viewing in Norway, driven by continued growth in online and social video. As traditional TV viewing declines faster in Norway than elsewhere in the Nordics, competition for viewers’ time is intensifying. These findings are presented in Mediavision’s latest Nordic TV & Streaming analysis.

Traditional TV viewing continues to decline across the Nordics, with Norway showing the sharpest shift. Since 2017, average daily traditional TV viewing in Norway has more than halved, while online and social video consumption has increased significantly.

– The shift toward online viewing in Norway is the strongest in the Nordics, says Fredrik Liljeqvist, Principal Analyst at Mediavision. Norwegian consumers have consistently shown a strong willingness to adopt new viewing behaviours and platforms, accelerating the transformation of the overall video market.

Global services now account for more than half of all video viewing in Norway. The growing share of online and social video is increasing pressure on both local broadcasters and streaming services.

Social video platforms are among the main drivers behind global players’ growing share of viewing. More than 20 percent of all video viewing in Norway now takes place on social media platforms, with significantly higher figures among younger consumers.

– Social video is reshaping the competitive landscape of the video market. Several global streaming players, including Netflix and Disney+, are increasingly expanding their efforts within mobile and short-form video as competition for viewers’ time intensifies, says Liljeqvist.

As global platforms continue strengthening their position, pressure on both local broadcasters and streaming providers is expected to increase further in the Norwegian market.

About Mediavision

Mediavision is a Nordic independent analysis and consultancy firm, focused on analysis and strategy within traditional and digital media. 6,700 respondents aged 15–74 are interviewed online biannually in the Nordic region. 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: +467 27 18 09 03

Media

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