Competition on the Danish video market is increasing. This spring, global players account for 50 percent of all video viewing in Denmark, including streaming services, social video platforms and TV channels. The increase is primarily driven by growing viewing on social video platforms. These findings are presented in Mediavision’s latest Nordic TV & Streaming analysis.

 

Global platforms continue to strengthen their position in the Danish video market. According to Mediavision’s latest analysis, international players now account for half of all video viewing in Denmark, up from 47 percent in fall 2025.

 

 

While subscription streaming services remain central to the video ecosystem, changes in viewing behavior are increasingly driven by advertising-funded online platforms, particularly within social video. Younger audiences continue to drive this development, as social platform viewing is significantly higher among young adults.

 

– The Danish market is now at a pivotal stage. The structural shift towards online video and social platforms continues, increasing pressure on both local broadcasters and global streaming services alike. This development will likely accelerate new partnerships, business model innovations and potentially further consolidation across both the Danish and overall Nordic video industry, says Liljeqvist.

 

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.