Time to cut the cable TV? Here are the options!

According to the Swedish Post and Telecom Agency, PTS, 2.3 million subscribers in Sweden have delivered television content via cable. That number has not decreased for a long time and a reasonable reason for this is that many who have cable TV live in apartment buildings and have the subscription embedded in the rent, or the fee, if it is a community property.

However, there are a number of competing technologies when it comes to TV content (see below) and it is likely that a certain proportion who have cable TV utilize, for example, play channels via a technical solution on the side, via their connection to the internet.

The streaming technology has many essential advantages, such as that you can watch where and when you want. Benefits that cable TV companies have picked up and packaged in apps, even if it could mean they cannibalize on their own cable TV networks.


Com Hem
Hanna Paepke at Com Hem has recently watched the series Baghdad Central and The Rookie.

Modern currents

– On the contrary, it complements our range. Our streaming play service is based on our existing TV platform, so subscribers can now watch both linear channels and streamed content in one place while the service is also available to customers who do not have cable TV with us, Hanna Paepke explains, tf chef Com Hem Play.

Com Hem has 35 percent of the market and reaches a total of 1.6 million Swedish households, all technologies included. After increasing at a furious pace for several years, the streaming media continues to grow, but not as furiously as before in terms of penetration, ie how many people watch via apps and websites.

Among other things, usage has increased due to what in the media industry is called “stacking”. The concept means that a subscriber not only pays for a single service but has access to several competing services.

MMS
Karina Malmsten at MMS looks mostly at news and live sports.

– On average, Swedish households have two paid subscriptions when it comes to streaming TV, film and series. Reasons for this increase may be that the number of services grows and that viewing expands and increases in older age groups, says Karina Malmsten, PR and marketing manager at Media Measurement in Scandinavia (MMS) who daily measures media use in the country and regularly publishes reports on the Swedish people’s media habits. .


Better measurements

In MMS statistics, there is a fairly coherent picture of how television viewing is distributed. During 40 percent of the viewing time, we watch on different TV channels on a TV screen. 15 percent of the time is spent on streaming payment services such as Netflix. 34 percent of the viewing is spent on streaming free services such as SVT Play or Aftonbladet.

What has been a bit cumbersome, and to some extent still is, is knowing how much time social media channels like Youtube and video services like Vimeo take up. This also applies to dedicated online movie renters, large and small. But now Google connects its streaming video content to the Swedish media measurement service and then the picture will hopefully be a little clearer.

Youtube
Google’s Carl Wåreus often watches SVT News and videos about surfing on Youtube.

– Google has long been involved in issues of transparent measurement values, and an integration like this is something that has long been requested by advertisers to be able to include YouTube in their media plans in a seamless way, backed by the trust that MMS has in the market, says Carl Wåreus , Head of Domestic Clients, Partners & Agencies, on Google in Sweden.

– MMS’s goal is to measure all moving images and we work to get both large global players and smaller regional media companies in our measurements, for example, we want to get paid streaming in our measurements, says Karina Malmsten at MMS.


Continued increases

When it comes to watching Youtube on TV, Google in Sweden states a 45 percent increase on an annual basis. The company believes that the ongoing pandemic has given a real boost to Youtube as a platform for TV content.

– It’s everything from those who are looking for information and, for example, watching the Public Health Agency’s press conferences, to those who are looking for inspiration and want to learn how to train from home when the gym is not as accessible. The platform is no longer just for the younger audience, but has become a hub where a wide range of creators produce content for all target groups, says Carl Wåreus at Google in Sweden.

There is a strong trend called “cord-cutting” in the United States, which means that subscribers are abandoning the traditional cable TV with its many channels via a subscription in favor of a smaller number of services delivered via the Internet. That current does not seem to have picked up speed at our latitudes, at least not yet. In Sweden, people generally seem to keep their old media services while adopting new ones.


Clear trends

– Our viewing habits continue to change – in all age groups. We have gone from an era that has been characterized by a primetime mindset, to another where each of us rather creates our own individualized media world. No channel can capture all people all the time, but it is important for the entire industry to be agile and adapt to the changing viewing habits in order to remain relevant in the market, says Carl Wåreus at Google in Sweden

– Among other things, we see that access to smart TVs is still increasing and this also applies to access via, for example, Apple TV and Chromecast. Access to 3g or 4g, wifi and mobile broadband (5g) is increasing and more than half have access to a fiber connection at home. We also have access to many screens at home, on average we have access to seven screens per household. All this together drives the development of moving images via the web forward, Malmsten concludes on MMS


Four ways to watch TV

Terrestrial digital television

The analogue TV network was switched off in 2007 and now the signals that reach the receiver are digital. You need an antenna to receive TV broadcasts. Currently broadcast SVT1, SVT2, The knowledge channel, SVTB, SVT24, SVT1 HD, SVT2 HD, TV4, TV6, TV Finland without encryption and is free to look at. Other channels are coded and you need a subscription to be able to watch the content.

plus

Large free range.
Quick to zap between channels.
Proven and robust technology.

minus

Live broadcasts only.
Not very portable.


Iptv

Virtually all broadband providers offer TV channels via the network protocol ip something that is also usually baked into the monthly cost of connection. Requires proper bandwidth, Iptv is usually distributed in fiber networks which in turn are connected to city networks and the like.

plus

Good selection from the established players.
Can make financial sense if connection and TV content is packaged cheaply.

minus

Can be expensive to reinstall.
Not as robust technology as terrestrial television.


Satellite TV

Just under half a million people living in Sweden watch satellite television. The technology is favored by those who want access to foreign channels that are not available from the Swedish TV players.

plus

Huge selection.
Can be used in places where computer networks cannot reach.

minus

Can be expensive to reinstall.
Live TV only.


Streaming TV

As previously mentioned, each household has at least two subscriptions to payment services such as Viaplay, HBO Nordic or one of the other alternatives (see below). A clear advantage of streaming TV via the Internet is that in many cases you can watch both live broadcasts and on-demand.

plus

Really good content.
Very portable.

minus

It can be expensive to re-install, for example, fiber in a villa.
Messy and slow to search among different channels.


Equipment for streaming TV watching

Chromecast

Chromecast

Google’s little puck is hugely popular with Android users. Connects to the TV while the moving pictures and sound are streamed from a wireless device, such as your mobile phone or tablet. Can also be used to stream from computers, of course. There are also special apps and plug-ins in the Google Play Store.

Award: Approximately SEK 390.

Xiaomi Mi Box

Xiiaomi

A step up from the little Chromecast both in terms of functionality and cost. There are a number of such “internet TV boxes” on the market and they are similar in terms of performance and handling.

Award: Approximately SEK 699.

Apple TV 4K

Apple

You don’t need an Iphone or a Mac to run Apple’s TV solution, but it’s easier. Apple TV can be said to be something of a luxury variant of streaming solution, even if it is affordable. Has pre-installed apps for Netflix, SVT and TV4, among others.

Award: Approximately SEK 1,998.


The Play apps you need

If you intend to cut the cable, it is TV via apps and the web that applies. Here are some examples of content providers that are leaders in the Swedish market.

Boxer

Boxer

Platform: Android, iOS and web
Live broadcast TV: Yes.
Award: From SEK 99 a month.


Cmore

cmore

Platform: Android, iOS and web
Live broadcast TV: Yes.
Award: From SEK 109 a month.


com Hem

Com Hem

Platform: Android, iOS and web
Live broadcast TV: Yes.
Award: From SEK 149 a month.


Disney +

Disney

Platform: Android, iOS and web
Live broadcast TV: No.
Award: From SEK 69 a month.


Dplay

Dplay

Platform: Android, iOS and web
Live broadcast TV: Yes.
Award: From zero kronor a month.


HBO Nordic

HBO

Platform: Android, iOS and web
Live broadcast TV: No.
Award: From SEK 109 a month.


Netflix

Netflix

Platform: Android, iOS and web
Live broadcast TV: No.
Award: From SEK 89 a month.


SVT Play

Svt

Platform: Android, iOS and web
Live broadcast TV: Yes.
Award: Free.


Telenor Stream

Telenor

Platform: Android, iOS and web
Live broadcast TV: Yes.
Award: From SEK 79 a month.


Telia Play

Telia

Platform: Android, iOS and web
Live broadcast TV: Yes.
Price: From SEK 109 a month.


TV4 Play

Tv4

Platform: Android, iOS and web
Live broadcast TV: Yes.
Award: Free


Viafree

Viafree

Platform: Android, iOS and web
Live broadcast TV: No.
Award: Free.


Viaplay

Viaplay

Platform: Android, iOS and web
Live broadcast TV: Yes.
Award: From SEK 109 a month.