The content offering of the DNA TV Hubi service is growing – more than 50% of Finns already consume entertainment on streaming services


DNA’s Digitaaliset elämäntavat (Digital Lifestyles) 2021 survey found that as much as 51% of Finns now watch television programmes on paid streaming services. According to Jarno Haikonen, Vice President of Broadband and TV Business at DNA, with the increased amount of high-quality content available, people are consuming more content than ever and are using more and more streaming services simultaneously. The DNA TV Hubi service is growing further with the introduction of the Paramount+ streaming service.

According to Haikonen, the rapid growth in the number of streaming services on the Finnish market in recent years indicates that competition between service providers is intensifying and content investments are leading to a higher quality of content. Now, new streaming services are challenging older services.

“The content offering is constantly growing, and competition is getting harsher. Right now, we are seeing streaming services making significant content investments. For example, the Paramount+ streaming service recently arrived in Finland and is now available to our customers through the DNA TV Hubi service. The premise of the DNA TV Hubi service is to allow users to choose the content they want and be able to access all of it in one place. Paramount+ is a welcome addition to the service’s ever-expanding library,” explains Jarno Haikonen, Vice President, Broadband and TV Business at DNA.

”We are extremely proud over our content and happy to be able to deliver a mountain of entertainment to DNA TV Hubi. I believe this partnership will strengthen their offering while we get even more Finnish eyeballs onto our premium quality shows and movies”, says Jesper Dahl, Nordic GM, ViacomCBS Nordics.

Finns are relying more than ever on paid streaming services for their TV entertainment

Development on the streaming service front was also highlighted by DNA’s annual Digitaaliset elämäntavat (Digital Lifestyles) survey, in which respondents were queried about things like their watching preferences. The survey showed that as much as 51% of Finns consume television entertainment through paid streaming services.

“The development is most pronounced in young people’s watching habits, with 73% of people aged 16–24 reporting that they use paid streaming services to consume television entertainment. People in older age groups, on the other hand, are more likely to consume entertainment through free streaming services. For example, 77% of people aged 55–64 reported using free applications such as Yle Areena in contrast with 65% of those aged 16–24,” Haikonen says.

There is high demand for broader and higher-quality entertainment offerings

Haikonen says that the increasing interest in streaming services is part of the digitalisation megatrend, in which it is clear that content – particularly television content – is being consumed more than ever but also in a more fragmented manner, with people accessing content through a wide array of services.

“In the future, increasingly many people will be making use of several different streaming services simultaneously. Because of this, we want to offer customers DNA TV Hubi, a service based on an open ecosystem that collects different streaming services into one place. Our earlier surveys have shown, for example, that three out of four Finns want to watch television content on demand and that nearly as many consider it important that they can easily find all the content relevant to them in one place,” he explains.

Paramount+ on the DNA TV Hubi service

The Paramount+ service can be downloaded from Google Play Store for the DNA TV Hubi service. The DNA TV Hubi service, which is based on the open Android ecosystem, collects different streaming services into one place and makes it possible for users to watch television programmes in the best possible quality on the big screen at home. Google Play Store contains more than 7,000 different applications that can be used in the DNA TV Hubi service.

Digitaaliset elämäntavat (Digital Lifestyles) survey

DNA has conducted the Digitaaliset elämäntavat (Digital Lifestyles) survey annually since 2017. It looks at how Finns use different digital services and how user habits have evolved over the years. This year, a total of 1,007 people participated in the survey.

Further information for the media:

Jarno Haikonen, Vice President, Broadband and TV Business, DNA Plc, tel. 044 044 2058, jarno.haikonen@dna.fi 
DNA Corporate Communications, tel. +358 44 044 8000, communications@dna.fi 

Paramount+ is a global digital subscription video streaming service from ViacomCBS that features a mountain of premium entertainment for audiences of all ages. Internationally, the streaming service features an expansive library of original series, hit shows, and popular movies across every genre from world-renowned brands and production studios, including SHOWTIME, BET, CBS, Comedy Central, MTV, Nickelodeon, Paramount Pictures and the Smithsonian Channel, in addition to a robust offering of premier local content. For more information about Paramount+, please visit www.paramountplus.com and follow @ParamountPlus on social platforms.



About DNA Oyj

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DNA is one of the leading telecommunications companies in Finland. We want to make our customers' daily lives less complicated. We offer connections, services and devices for homes and workplaces, contributing to the digitalisation of society. DNA's customers are continuously among the world mobile data usage leaders. DNA has about 3.6 million subscriptions in its fixed and mobile communications networks. The company has been awarded numerous times as an excellent employer and family-friendly workplace. In 2020, our total revenue was EUR 934 million and we employ about 1,600 people around Finland. DNA is a part of Telenor Group, a leading telecommunications company across the Nordics. More information: www.dna.fi, Twitter @DNA_fi, Facebook @DNA.fi and LinkedIn @DNA-Oyj.

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