What we are witnessing with Netflix and HBO Nordic is the arrival
of a new global online culture which consumers embrace.
Because it's cheap, easy to access and use, and because it allows us to
watch the film and television content we want on the platforms we choose.
In the traditional media culture, in cinema and television,
somebody controls the schedule for you and you can never be sure what's on for you.
But the global dimension of this is also worth focusing on.
In all Scandinavian countries,
cinemas fear this development because they are afraid the big
global players will eventually kill off the local market for cinema.
The cinema industry as such is also skeptical because big
global players can dump the prices.
Online companies have a very detailed knowledge of how we tell different
film and television products from, with which kinds of audiences.
They do in fact have a much better knowledge of global and
national markets then the cinema industry has ever had.