Pay TV and streaming video in Denmark: trends and forecasts 2023–2028

24 April 2024 | Research

Martin Scott

Forecast report | PPTX and PDF (3 slides); Excel | Video, Gaming and Entertainment

"Spend on IP-based services will grow rapidly at a CAGR of 11.4% between 2023 and 2028, driven partly by operators’ successful upselling of higher service tiers that aggregate third-party streaming video services."


Danish consumers are highly engaged with both pay-TV and streaming video services. Limited growth in the number of revenue generating units (RGUs) remains, but spend will increase.

This report provides detailed 5-year forecasts for the adoption of pay-TV and streaming video services in Denmark. It includes data on key metrics, describes key market developments and analyses operators’ strategies.


Geographical coverage and key metrics

Geographical coverage


Key metrics

Country modelled:

  • Denmark

Companies discussed in this report

  • Boxer
  • Netflix
  • Norlys (Stofa)
  • TDC
  • Waoo!


  • Revenue generating units (RGUs)
  • Retail revenue (spend)
  • Average retail revenue per RGU (ARPU)

Pay TV is split by the following access technologies:

  • cable (CATV)
  • pay digital terrestrial TV (DTT)
  • satellite (DTH)
  • operator streaming video
  • third-party 

Streaming video is split as follows:

  • RGU and households
  • retail revenue
    • operator direct-to-consumer (D2C)
    • third-party via operator sales channels
    • third-party D2C
  • ad tier or full-price tier

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Martin Scott

Research Director