Finland lags Nordic streaming growth as social video accelerates- Mediavision

The viewing shift toward online video continues in Finland. During spring 2026, online video consumption showed strong growth, primarily driven by social video platforms. At the same time, Finland continues to lag the rest of the Nordics in overall viewing. These findings are presented in Mediavision’s latest analysis of the Nordic streaming market.

In Finland, online video viewing exceeded 85 minutes per person per day during spring 2026, representing a yearly increase of 10 percent. Much of the growth was driven by social video consumption on platforms such as Instagram, Tiktok and Snapchat. Viewing time on social video increased by 32 percent compared to spring 2025 and now accounts for nearly half an hour of daily viewing per person.

– Younger audiences spend significantly more time on global social video platforms. Today, social video represents roughly one-third of all online video consumption in Finland, and close to half among consumers aged 15–34, says Fredrik Liljeqvist, Principal Analyst at Mediavision.

While social video consumption in Finland is broadly in line with the Nordic average, viewing of other streaming services remains significantly lower. Finns spend less than one hour per day on other streaming services like Youtube, Yle Areena and Netflix, compared to more than 70 minutes across the rest of the Nordics.

A slower growth for paid streaming market in Finland is part of the explanation for this. Subscription bundling has not gained traction to the same extent as elsewhere in the Nordic region. Bundling penetration in Finland stands at around 15 percent, compared to approximately 40 percent in other Nordic markets.

– Bundling has become an increasingly important driver of streaming growth across the Nordics. Finland’s weaker development has created a structural disadvantage for paid streaming services competing for consumers’ viewing time. The competitive pressure from social video’s viewing growth is therefore arguably stronger in Finland than in the other Nordic countries, Liljeqvist concludes.

About Mediavision

Mediavision is a Nordic independent analysis and consultancy firm, focused on analysis and strategy within traditional and digital media. 6,700 respondents aged 15–74 are interviewed online biannually in the Nordic region. The data from the survey consists of self-reported values from a nationally representative sample.

For more information, contact:

Fredrik Liljeqvist
E-mail: fredrik.liljeqvist@mediavision.se
Tel: +467 27 18 09 03

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