US online video service Netflix has ended months of speculation and announced concrete plans to launch in Norway, Denmark, Sweden and Finland before the end of 2012.
The company will initially only offer its instant streaming service (Netflix also offers DVD-by-mail services in other markets), featuring a wide array of Hollywood, local and global TV shows and movies; many with high definition video and Dolby Digital Plus surround sound.
Details about the service, including pricing, content and supported devices, will be announced closer to launch. Local competitors in the Nordic online video scene include LoveFilm, Acetrax (recently acquired by BSkyB) and Voddler.
After a difficult past year, Netflix returned to profit for the second quarter of this year, but CEO Reed Hastings warns that the next three months will be tough due to the Olympics – although many analysts believe this may be a disingenuous claim.
The company entered the European market at the beginning of this year, launching in the UK and Ireland last January and reaching 1mn members in these two markets by the end of June.