Market Insight

Boxer launches OTT service in Sweden and Denmark

October 31, 2014  | Subscribers Only

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Teracom-backed digital-terrestrial pay TV operator Boxer has launched a multiscreen service with live TV and VoD content across Denmark and Sweden. Boxer Play provides access to over 50 live channels and a comprehensive VoD catalogue to Boxer subscribers in the region.

The service is powered by technology developed by Norigin. Boxer Play supports a range of connected devices including smart TVs, game consoles, tablets, Windows PCs & Macs and smart phones. Boxer Play can also be accessed through a range of connected set-top boxes. 

Our analysis

Teracom’s move into the multiscreen space is a logical extension of its service. Many pay TV operators in Europe have started to employ multiscreen offers as a value-added service to increase customer satisfaction. For example, BSkyB in the UK launched Sky Go in 2011, Sky Deutschland in Germany launched its own version in 2011. In Scandinavia there are several examples of multiscreen services as well – YouSee in Demark launched a service in 2008, Canal Digital launched multiscreen services in 2010 across the region.

Teracom enters a very competitive online video landscape in Sweden and Denmark. These two markets are dominated by big international paid for transactional and SVoD video players (iTunes, Google Play, Amazon, Microsoft’s Xbox Video, Sony Entertainment Network, Netflix) as well as local online video providers (SF Anytime, Headweb). Sweden and Denmark are two markets where Netflix’s presence drives the growth of the SVoD segment, and is a significant influence on the developments of the online video landscape. In order for Boxer Play to compete with Netflix and other online video services, Teracom should focus on securing the most recent catch-up and VoD catalogues from the channels which are available on Boxer – that would be a key differentiator to keep existing subscribers loyal to the service. IHS expects the total number of pay TV subscribers of Boxer to reach approximately 900,000 in 2014.

Netflix remains very successful in Western Europe and in the Nordic region with its TV series and movies catalogue. With regards to device strategy Netflix makes its service available on almost all types of connected devices:  Xbox (360 and One), PlayStation 3 and 4, TiVo, Apple TV, Chromecast, Roku, Android, Windows, and iOS devices and online (PC). IHS expects the number of Netflix subscribers to reach 1.9m in Sweden and Denmark in 2014. 


Denmark Sweden
Boxer Boxer TV
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