Preferred payment models of video streaming services in Scandinavia 2021-2022
A survey from 2022 found that 43 percent of Scandinavian consumers preferred a full-price video streaming subscription without ads over lower-cost or no-cost streaming options. A further 16 percent of respondents stated that they would sign up for a no-cost subscription in exchange for watching 10 minutes of ads before each program, up from the previous year.