Swedes’ viewing habits continue to shift online. Traditional TV now accounts for only 30 percent of all video viewing – the lowest level ever measured by Mediavision. At the same time, social video is growing rapidly and represents 20 percent of total viewing today. These findings are presented in Mediavision’s Q3 analysis of the Swedish TV and streaming market.

 

On average, Swedes watch 2.5 hours of video per day. The total viewing time has remained stable over a long period. What is changing is how people watch.

 

In just a year, traditional TV has dropped by 15 minutes in daily viewing time per person. That time is moving to digital platforms – streaming services and social video – which together now account for 70 percent of all video viewing.

 

–  The competition for viewing time looks completely different today. Social video is driving the change and has already surpassed traditional TV among several younger audiences, says Adrian Grande, Principal Analyst at Mediavision.

 

Platforms such as TikTok, Instagram, and Snapchat have quickly established themselves as major video services in Sweden. Growth is particularly strong among 15–34-year-olds, where traditional TV has long been losing relevance.

 

– Among young people, the shift has already happened. This is not a trend – it’s the new normal, says Grande.

 

Traditional TV has long been a reach driver for advertisers. That is now being rapidly redistributed.

 

– The winners will be those who succeed in capturing audiences online and adapting to new formats. This impacts both content strategies and advertising investments, says Grande.

 

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:

Adrian Grande
E-mail: adrian.grande@mediavision.se
Tel: +46 8 52 80 90 90

 

Media

 

Download pictures of Adrian Grande and brand assets for press use here.