Swedish households now spend close to SEK 800 per month on media – but growth has slowed. At the same time, audio and video are taking an increasing share from text. Household spending on media has risen significantly since 2020, but since 2024 the trend has stabilized. This is shown in Mediavision’s latest analysis of the Swedish media market.

In 2025, average household spending on audio, text, and video amounted to nearly SEK 800 per month. Over the past five years, spending has grown significantly from SEK 685 per month in 2020.

Audio and video account for the strongest growth. Spending on audio has increased significantly, from just over SEK 100 per month in 2020 to SEK 170 in 2025, corresponding to an increase of around 70 percent. Video has also grown over the period, reaching nearly SEK 500 per month in 2025, compared with SEK 435 in 2020.

“We see that audio and video continue to take share of households’ media budgets – and this is happening directly at the expense of text,” says Niklas Schultz, CEO of Mediavision. “Text faces significantly greater challenges in gaining traction in digital business models.”

Overall, the development shows that household media spending has increased over time, but that competition between media categories is intensifying as growth levels off. At the same time, the media market is becoming increasingly globalized alongside digitalization, meaning that local players face stronger competition from global services across all media categories.

“Global services are now putting pressure on local players in all media categories – competition has become significantly tougher in just a few years, placing new demands on both content and digital development,” concludes Niklas Schultz.

About Mediavision

Mediavision is a Nordic independent analysis and consultancy firm, focused on analysis and strategy within traditional and digital media. 3,000 respondents aged 15–74 are interviewed online each quarter in Sweden. The data from the survey consists of self-reported values from a nationally representative sample.

For more information, contact:

Niklas Schultz
E-mail: niklas.schultz@mediavision.se
Tel: +46 8 52 80 90 90

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Download pictures of Niklas Schultz and brand assets for press use here.