Scandinavian broadcasters have traditionally been ahead of the curve in terms of launching online TV offers. However, in the case of connected devices, broadcasters in the region have been slower to launch their offerings on connected living room devices compared to broadcasters in other areas of Europe, such as Spain and Germany. But the region is catching up fast: there has been a number of new launches on living room devices from the likes of TV2 in Denmark and Finnish public broadcaster YLE. The former launched its SVOD offering, Sputnik, on the Sony Bravia Internet Video Platform for connected TVs and BD players in late 2010. Around the same time Sony also added YLE's free-to-view catch-up service, YLE Areena, on the Bravia Platform. TV4 is the first broadcaster in Sweden to extend its TV offering to a connected device platform and the first major online TV deal from Samsung in the region.

As Scandinavia's largest market, Sweden has been the only country to generate the sort of consistently high advertising rates to develop sustainable ad-funded online TV services. Consequently most of the broadcaster programming in Sweden has traditionally been free-to-view, in contrast with its neighbours Norway and Denmark. TV4, however, has not extended its free-to-view offering to Samsung's Smart TV platform, only subscription service, as the company tries to add value to its subscription offer and make the package more appealing to consumers.