Voddler VOD Service: Evolution of Nordic Streaming
Voddler emerged as a pioneering Video on Demand (VOD) service, enabling registered users with broadband connections to stream movies and television shows over the public internet. Accessible via web browsers and dedicated applications, the service initially focused on the Nordic markets, bringing a diverse library of cinematic content directly to consumers' screens.
Service Launch and Market Expansion
The service first entered the market in beta on October 28, 2009, in Sweden. Initially, access was restricted to customers of the Swedish Internet Service Provider (ISP) Bredbandsbolaget. For the first few months, new users required an invitation to join. By July 1, 2010, Voddler opened fully to the Swedish public and rapidly expanded its reach into Norway, Denmark, and Finland.
In 2012, Voddler extended its operations to Spain, although the content catalog available to Spanish users was more limited than that offered in the Nordic regions. At its peak, the company reported reaching over 1 million registered users across the Nordics.
Content Catalog and Monetization Models
Voddler's library primarily featured Hollywood and American titles, complemented by a selection of Scandinavian films, with a strong emphasis on Swedish productions. To build this catalog, Voddler entered license agreements with major content owners, including Disney (and its subsidiaries Touchstone Pictures and Miramax Films), Sony, Paramount, and Warner Bros.
While the catalog began as a free, advertising-supported service, it evolved into a hybrid monetization model incorporating several industry standards:
- AVOD (Advertising Video on Demand): Free movies funded by advertisements.
- TVOD (Transactional Video on Demand): Pay-per-view rental movies.
- SVOD (Subscription Video on Demand): Films available as part of a subscription package.
- EST (Electronic Sell-Through): Titles available for permanent digital purchase.
Technical Infrastructure and Software Evolution
The Voddler user experience underwent significant technical shifts. The original media player was designed with a "10-foot user interface," optimized for living-room televisions and remote controls rather than desktop computers. In March 2010, the interface was updated to support mouse and keyboard controls.
Initially, the player was built using the GNU Public Licensed (GPL) source code of XBMC Media Center, a free and open-source software framework. However, following a controversy in 2010 regarding the source code, Voddler transitioned to a non-open source framework based on Adobe Air and Adobe Flash.
Alongside this framework change, Voddler moved away from requiring a separate software download, instead implementing a player embedded directly into the web browser. Regardless of the interface, all content was streamed from Vnet, Voddler's proprietary streaming cloud.
Mobile Accessibility
Voddler expanded its reach to mobile devices starting on June 23, 2011, with the launch of an Android app. This was followed by releases for iPhone, iPad, Windows Phone, Symbian, and MeeGo. By 2013, the company shifted its strategy, prioritizing browser-based streaming over the development of dedicated platform-specific applications.
Key Facts
- Launch Date: October 28, 2009 (Beta in Sweden).
- Primary Markets: Sweden, Norway, Denmark, Finland, and Spain.
- User Base: Over 1 million registered users in the Nordics.
- Streaming Infrastructure: Powered by the Vnet streaming cloud.
- Content Partners: Warner Bros., Paramount, Sony, and Disney.
- Monetization: Utilized AVOD, TVOD, SVOD, and EST models.
| Feature | Details |
|---|---|
| Initial Market | Sweden (via Bredbandsbolaget) |
| Expansion Countries | Norway, Denmark, Finland, Spain |
| Original Software Base | XBMC (GPL Open Source) |
| Later Software Base | Adobe Flash and Adobe Air |
| Mobile Support | Android, iOS, Windows Phone, Symbian, MeeGo |
Frequently Asked Questions
What was Voddler?
Voddler was a Video on Demand service that allowed registered users to stream movies and TV shows over the internet via browsers and apps, primarily serving the Nordic region.
How did Voddler make money?
Voddler used a mix of monetization strategies, including ad-funded free content (AVOD), pay-per-view rentals (TVOD), subscription packages (SVOD), and digital purchases (EST).
Which movie studios provided content for Voddler?
The service licensed content from major studios including Warner Bros., Paramount, Sony, and Disney, as well as subsidiaries like Miramax Films and Touchstone Pictures.
What happened to the Voddler media player?
Voddler originally used an open-source framework based on XBMC but switched to Adobe Flash and Adobe Air following a GPL source code controversy. Eventually, they moved to an embedded browser player.
Which mobile platforms did Voddler support?
Voddler released dedicated apps for Android, iPhone, iPad, Windows Phone, Symbian, and MeeGo before transitioning toward browser-based streaming in 2013.