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Amazon Prime figures stable after Swedish relaunch

The number of subscribers to the Amazon Prime Video has remained largely unchanged following the company’s March relaunch.

The Swedish version of the streaming service has been partially localised since the beginning of March, the only one of the Nordic countries where this has taken place. The relaunch has been accompanied by a marketing campaign, Streaming is Believing, which began at the beginning of March.

According to Stockholm-based consultancy Mediavision, as of Q1 2021, Amazon Prime Video had a Swedish customer base of approx. 200,000 subscribing households. This is largely the same as before the upgrade took place.

Mediavision attributes this to the 70% awareness of the brand enjoyed by Amazon Prime Video and fellow streaming services Telia Play and Comhem Play Plus.

The launch of Disney+ in the Swedish market resulted in 500,000 sign ups, benefitting from its brand equity, even though its library isn’t as large as that of Amazon. Broadband TV News

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