A few months ago things seemed bright for the Nordic online consumer: on-demand streaming services were in a race to announce their coming to the Nordics with both Netflix and HBO announcing their arrival and energizing the existing providers like Viaplay to ramp up their marketing campaigns as well.
The service with clearly the highest expectations from consumers and the best value proposition was HBO: we were supposed to get all back catalog series as well as all new episodes within 24 hours of their US premiere via the internet on demand service. The promises were outstanding. Unfortunately, they were cut short and now HBO faces a difficult struggle to rebuild its brand in Finland (and from the little I have read, also in the other Nordic countries, although I am not as well-informed about them).
Continue reading “How to alienate your fan base: HBO Nordic launch in Finland”