Netflix Continues Dominance in Danish Streaming Market

Netflix continues to dominate the Danish streaming market according to new data from Mediavision. Foreign video platforms make up half of Denmark’s household streaming services, with Netflix leading the charge at nearly 1.8 million paid subscribers—up from 47% market share in 2025. On the local front, TV2 Play boasts around 1 million subscribers with a unique mix of pay-TV and direct-to-consumer content. Recently, TV2 Play partnered with Disney+ and HBO Max, resulting in 1.2 million subscribers post-merger with Discovery+.

Reflecting on the current landscape, Fredrik Liljeqvist, principal analyst at Mediavision, highlights an equal divide between global and local players. He emphasizes how this balance is rapidly evolving, indicating a pivotal moment for the Danish video market. While subscription services continue to be essential, changes in viewing habits are increasingly leaning towards lower cost or free ad-supported streaming platforms, especially in social media video. Younger audiences are pushing this trend, with a significantly high amount of social platform viewers being young adults, notes Liljeqvist.

With the market dynamic ever-changing, Liljeqvist predicts new partnerships, innovative business models, and potential industry consolidation in both the Danish and Nordic video markets. The evolving landscape towards online video and social platforms is putting pressure on both local broadcasters and global streaming services, signaling shifts in the industry. Until next time, stay tuned!