TikTok could be forced by EU to change app’s addictive design
NEWSLETTER
11 February 2026
Welcome to another edition of Mediavision’s newsletter. Here are the main topics this week:
- – Q4 earnings season continues
- – Swedish households spend more than ever on video
- – TikTok could be forced by EU to change app’s addictive design
EARNINGS
Q4 earnings season continues
Several media companies, both local and global, have presented their Q4 earnings this past week. Here are some of the highlights from what’s been reported.
Alphabet
- – Alphabet’s revenues increased 18% YOY to USD 113.8 billion in Q4 2025.
- – Google Services revenues rose 14% YOY to USD 95.9 billion, driven by 17% growth in Google Search & Other, 17% in Google subscriptions, platforms and devices, and 9% in YouTube ads.
- – Alphabet’s shares closed largely flat on Thursday after the earnings report.
- – YouTube revenue from ads and subscriptions exceeded USD 60 billion for the full year 2025. In total, the company now have over 325 million paid subscriptions across consumer services, led by strong adoption for Google One and YouTube Premium.
Sanoma
- – Net sales decreased to EUR 225.8 million in Q4 for Sanoma, compared to EUR 241.5 million a year earlier, driven by lower net sales in both businesses (Learning and Media Finland).
- – In Media Finland, the decline in advertising sales was partially offset by continued growth in digital subscription sales. Advertising sales decreased 12% to EUR 49.7 million in Q4, while subscription sales grew 4% to EUR 67.2 million.
- – Adjusted operating profit amounted to EUR -27.4 million, stable compared to Q4 2024 (EUR -27.3 million).
Storytel
- – Average paying subscribers of Storytel totaled 2.65 million in Q4, up 8.6% YOY from 2.44 million in the year-earlier period.
- – Revenue grew 12% in constant exchange rates (CER), while streaming revenues increased 10% at CER.
- – Net profit for the period amounted to SEK 300 million, compared to SEK 149 million in Q4 2025. Recognition of deferred tax asset impacted +195 MSEK on net profit.
- – Storytel, which has not previously paid a regular dividend, proposed a dividend of SEK 1.5 per share, corresponding to a total of SEK 115.9 million.
- – Storytel’s share price rose in early trading this morning, following the report.
Spotify
- – Total revenue increased 13% YOY in Q4 2025 for Spotify, reaching EUR 4.5 billion.
- – Premium subscribers grew 11% YOY to 290 million.
- – Net income increased to EUR 1.17 billion, or EUR 4.43 per share, from EUR 367 million, or EUR 1.76 per share, in the year-earlier period.
- – Spotify’s share price rose as much as 15% yesterday after the report.
Telenor
- – Service revenues increased 2.6% YOY, and adjusted EBITDA rose 11.7%, both on an organic basis.
- – Nordic adjusted EBITDA growth was 8.7% on an organic basis, driven by service revenue growth, increased wholesale revenues in Norway, and opex reductions.
- – Adjusted net income was NOK 3,026 million, and adjusted earnings per share were NOK 2.21.
- – Better-than-expected earnings sent Telenor’s share price up nearly 5% following the report
VIDEO
Swedish households spend more than ever on video
In Q4 2025, the average Swedish household spent SEK 510 per month on video, representing an increase of over 5 percent compared to the previous year. This marks a new record level. The main driver behind the increase is spending on streaming services, which has risen by 25 percent over the past year.

Read up on the full press release here with commentary from Mediavision’s Principal Analyst Adrian Grande.
SOCIAL VIDEO
TikTok could be forced by the EU to change the app’s addictive design
TikTok could be forced to make changes to reduce the app’s addictive features after the EU indicated in a preliminary ruling that the platform had breached the bloc’s digital safety rules.
The European Commission said TikTok had not effectively assessed how its design could harm the physical and mental well-being of users, including children and vulnerable adults.
By constantly “rewarding” users with new content, the platform fuels continuous scrolling and shifts users’ brains into “autopilot mode,” the Commission added, which could lead to compulsive behavior and reduce self-control.
The preliminary ruling accused TikTok of ignoring indicators of compulsive use, such as the amount of time children spend on the app at night.
The Commission said it was considering forcing changes to the app’s design, including alterations to its powerful algorithm that pushes content to users.
“At this stage, the Commission considers that TikTok needs to change the basic design of its service,” it said in a statement. “For instance, by disabling key addictive features such as ‘infinite scroll’ over time, implementing effective ‘screen time breaks,’ including during the night, and adapting its recommender system.”

TikTok said it rejected the Commission’s findings. “The Commission’s preliminary findings present a categorically false and entirely meritless depiction of our platform, and we will take whatever steps are necessary to challenge these findings through every means available to us,” a spokesperson for the company said.
Last year, X was fined EUR 120 million for a breach of the DSA in the first-ever fine under the legislation. The breaches included what the EU described as a “deceptive” blue-tick verification badge given to users and impeding research into the adverts hosted on the platform.
Mediavision in the News
Nytt rekord för svenskarnas videokostnader – Dagens Media
Swedish Video Spending Hits Record High as Streaming Drives Market Reshaping – Señal News
Netflix–Warner Bros deal could cement Nordic streaming dominance – Broadband TV News
Research: Streaming market declines in Finland –Advanced Television
Netflix miljardköp – så påverkas du som tittare – Expressen
Danish linear TV hits all-time low as digital video captures 65% of viewing time – Senal News
Streaming driver nordisk tv-marknad mot nya höjder – Dagens Media
Spotifys nya drag: ”Tror på något annat” –SvD
Nya poddtrenden: Går över till video – ”Roligare” – Expressen
Spotify lanserar ljudböcker i Sverige – Dagens Industri
Traditional TV viewing in Sweden falls to less than a third of overall watch time – C21 Media
