The Nordic TV and streaming market is growing and is expected to reach nearly EUR 11 billion in 2025. The increase is driven by streaming, which has also risen sharply in viewing during 2025, across both younger and older age groups. This is shown in Mediavision’s new analysis of the Nordic TV and streaming market.

The Nordic TV and streaming market is expected to reach EUR 10.7 billion in turnover in 2025. The market, which includes subscription revenues, advertising revenues, and public service, thereby grows by 2 percent compared to 2024 (at constant exchange rates). At the same time, the revenue is being redistributed. Revenues for traditional TV are decreasing by 6 percent, but this is offset by 12 percent growth in streaming.

A contributing factor to the strong growth in streaming revenues is an increased viewing. Nearly 70 percent of 15–74-year-olds in the Nordics watch online video an average day – and the consumption is now high across all age groups. In the 65–74 age group, roughly half watch online video an average day – an increase of 15 percent compared to 2024.

– Online video is now integrated into media consumption – regardless of age. But how people watch differs significantly between generations. Younger viewers are increasingly consuming social video, while older viewers prefer public service and other local streaming services. The market is therefore clearly being driven in several directions at once – something that increases both complexity and competition, says Fredrik Liljeqvist.

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:

Fredrik Liljeqvist
E-mail: fredrik.liljeqvist@mediavision.se
Tel: +46 8 52 80 90 90

Media

Download pictures of Fredrik Liljeqvist and brand assets for press use here.