Netflix to launch in Scandinavia

Platform to compete with Lovefilm

LONDON — Netflix has announced plans to launch its streaming service in Scandinavia before the end of 2012.

The Scandi service, which will be available in Norway, Denmark, Sweden and Finland, is the second to be launched by Netflix in Europe, following its debut in the U.K. and Ireland at the start of this year.

Scandi distribs say they expect Netflix to be up and running in their territories by October, but the company is yet to confirm the precise date, or the price of the monthly subscription.

The company is negotiating with rights holders to secure local film and TV content, as well as Hollywood and international fare.

Rival service Lovefilm, owned by Amazon, is already operating in Sweden, Norway and Denmark, both with a traditional DVD-by-post service and subscription video-on-demand. Lovefilm has two million subscribers across the U.K., Germany and its three Scandi countries, though it is not available in Finland.

Netflix has 27 million streaming members across the U.S., Canada, Latin America (where it launched in 2011), the U.K. and Ireland.

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